The Context
Spirit of Tasmania’s industry-specific revenue is forecast to decrease in the coming years due to the increasingly intense competition in the travel and tourism industry. The brand lacks the ability to connect with potential young customers as it has a limited understanding of audience trends and ineffective marketing communications.
Objectives
- To refresh the brand imagery as youthful, romantic, adventurous and sophisticated.
- To reposition Spirit of Tasmania as the one and only iconic ferry pioneer that caters to youth culture and lifestyles and offers the best Tasmanian water-travel experience.
- To increase brand affinity and emotional connection with customers aged 24-35.
Read the full strategy proposal above (desktop only).
