Winter in Tasmania poses challenges not only for locals (cue the black puffy jackets and starting/finishing work in the dark) but especially so for our local tourism businesses.
As the weather shifts, visitor numbers and experiences also change and with fewer tourists visiting the state during the colder months, it’s becoming more and more crucial for businesses to adapt and discover innovative ways to draw in visitors.
We sat down over a coffee in the office recently and reflected upon some of the conversations and pain points our Hobart web design and digital marketing clients were presenting - and in particular the wider issues about winter in Tasmania.
As such, while there are no doubt issues to overcome, we also thought that winter tourism in Tasmania also presents unique opportunities; especially ones that can be leveraged through effective digital marketing Tasmania strategies.
The charm of Tasmania in winter is without doubt captivating.
From snow-capped mountains to epic landscapes, the state offers experiences that stand apart from the summer months.
As Dominic, owner of Wakeford Digital, observes, “There are definitely some opportunities that thrive more so in winter because they are heavily based on that winter tourism period and theme."
"So by capitalising on these unique offerings, businesses can craft compelling marketing campaigns that resonate with potential visitors."
"It starts by understanding what makes winter special in Tasmania and, in turn, using that to attract visitors who might not otherwise consider a winter getaway.”
In this blog post, we explore how tourism businesses, and small businesses more broadly, across Tasmania can effectively prepare for the winter season by leveraging digital marketing strategies.
From crafting compelling offers to utilising the power of social media, businesses can not only maintain but also enhance their online presence during the colder months.
Our guide provides some actionable insights and ideas to help business owners and marketers thrive in this winter's digital landscape, ensuring they remain competitive but also successful throughout the colder season.
Let's jump in...
As we all know, Tasmania’s winter landscape is a sight to behold, with opportunities for the occasional snow, wildlife encounters, and stunning scenery all present.
Upon thinking about marketing strategies, the first that came to mind is how businesses can spotlight these unique experiences in their marketing efforts.
Let's take an example - yes, winter in Tasmania is cold and sometimes wet and dreary, which makes getting outside a little tougher... highlight the flip side of this!
Snuggling up in front of a fire at your accommodation, doing a walk in between showers or walking among the snow and ice are all things some people love doing - so point out these unique Tasmanian elements which can attract visitors seeking a winter escape.
Instead of leaning into the negatives, think about the positives and homely qualities that Tassie's winter brings and use this as a key driver.
Keeping this contextual and relevant is important however.
Dominic shared: “If you lean into the winter side of things, there’s a real opportunity to make light of what people will actually experience in their Tasmanian adventure."
"It’s not just about the cold; it’s about the unique activities and the beauty that winter brings to Tasmania and by creating content that emphasises the beauty and excitement of winter tourism in Tasmania, businesses can shift perceptions and encourage more visitors to explore the state during the colder months.”
Case Study: Trout Tales goes beyond the fish
Using Matt and his local fly fishing guiding business Trout Tales for example, it can be easy for each and every content piece to be fish focussed. However, there's more than just fishing that appeals to Matt's clients visiting Tasmania - such as the diverse landscape, wildlife experience and warming up by the fire after a day on the water. Matt's social media accounts, while featuring trout, also showcase these elements to paint a full experience.
Here's an example of Trout Tales sharing a rather... undesirable encounter which, while scary, showcases Tasmania.
Developing winter-specific packages or discounts can be also be a game-changer for local tourism businesses.
While it may seem daunting to offer discounts during a slow season, having a dedicated offer can help entice visitors.
Dominic points out, “Having a dedicated offer is something that we find is sometimes overlooked by businesses, and understandably so as discounting or reducing costs slightly can be scary."
"It’s essential to think creatively about what you can offer that will appeal to visitors during winter tourism in Tasmania - whether it is a discount on accommodation or a bundled experience, these offers can make a significant difference in attracting customers.”
Special Rates:
Consider providing special rates for winter stays, such as “Stay 3 nights, pay for 2.”
Bundled Experiences:
Create packages that include meals or activities, such as a dinner and a guided tour. Chat with other providers in your local area and explore the benefits to both businesses of what a bundle or package might bring.
Unique Activities:
Offer experiences that are only available during winter, like guided snow tours or winter festivals.
Promoting these offers through digital marketing channels, like social media or your website, can significantly increase visibility and in turn attract potential customers.
While ever changing, social media is still a powerful tool for reaching potential visitors.
By utilising platforms like Instagram and Facebook (and TikTok for those among us), businesses can share engaging content that showcases their winter offerings.
“Getting that offer or winter appeal out in front of potential clients and customers is an often overlooked but important strategy after launching your idea or promotion."
"One of the main benefits of things like social media advertisement in Tasmania is that it allows for targeted advertising, which means you can reach the right audience at the right time."
"But it's important to be strategic with your content and also your budget - ensuring it resonates with those who are interested in winter tourism in Tasmania or looking to visit the state during this time.”
Another key benefit of social media advertising, whether it's organically posting or paid ads, is that you can test and refine with a small committment - whether that's time based or budget wise.
Here's some effective strategies for social media marketing in winter:
We'd argue more so in Tasmania than anywhere, collaboration is essential in the tourism sector.
As we mentioned earlier, partnering with other local businesses, tourism operators can create cross-promotional opportunities that benefit everyone involved.
Dominic states, “Tapping in with other local businesses can help not only strengthen your profile but then also drum up business for each other."
"It's also key to think outside the box as collaboration can take many forms, from joint marketing campaigns to bundled offers that enhance the visitor experience."
"It’s about creating a network of support that benefits the entire community - whether that's a local town like Strahan or a whole city in Hobart.”
Examples of Successful Collaborations:
Finally, it’s crucial for businesses to monitor the performance of their digital marketing Tasmania campaigns and adapt their strategies accordingly.
As Dominic advises, “Finding that balance between not spending an absolute fortune but also pushing the boundaries will hold you in better stead."
It’s important during this time to analyse what works and what doesn’t, so you can refine your approach over time.
Regularly auditing your digital presence, such as going through your social media posts to see what works, or analysing your website content, ensures that your messaging remains relevant and engaging.
Tips for Monitoring and Adapting:
What are some effective digital marketing strategies for winter tourism in Tasmania?
Utilise social media advertising, create unique winter offers, and engage with user-generated content to attract visitors.
How can local businesses collaborate to enhance winter tourism?
Partner with complementary businesses to create bundled offers or cross-promotions that enhance the visitor experience.
What types of offers work best for attracting winter visitors?
Winter-specific packages, discounts on accommodations, and unique experiences that highlight the season can be effective.
How can I effectively use social media to promote my winter tourism business?
Focus on creating engaging visual content, utilise targeted ads, and actively engage with your audience to build a community around your brand.
What should I consider when planning my winter marketing strategy?
Consider your target audience, the unique experiences you offer, and how you can leverage local events or collaborations to enhance your marketing efforts.
How can digital marketing improve my tourism business in Tasmania?
Digital marketing Tasmania can enhance visibility, attract a targeted audience, and create engaging content that showcases your unique offerings, ultimately driving more visitors to your business.
Winter tourism in Tasmania presents both challenges and opportunities for tourism businesses.
By embracing innovative digital marketing strategies and focusing on unique winter experiences, businesses can effectively boost their winter tourism.
Dominic emphasises, “It’s about being proactive and ensuring that you are prepared - by planning ahead and leveraging the beauty of winter, Tasmania can attract visitors and thrive during the colder months.”
Have you been worrying about your winter tourism campaign or ideas? Start implementing these digital marketing Tasmania strategies and let us know if there's any uptake - and if you need assistance or want to discuss tailored digital marketing solutions for your Tasmanian business, don’t hesitate to reach out to us at Wakeford Digital.
Let’s make this winter your best season yet... thanks for reading.
Discover effective digital marketing strategies to boost winter tourism and attract visitors during the colder month; enhancing your business with actionable web design and social media insights and ideas.
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