Tourism Tasmania opens RFI to ‘overhaul’ marketing program with new project

Tourism Tasmania is to overhaul the state’s marketing with a new project, Interactive Design and Information Architecture (IDIA), to more deeply integrate data sources and personalised marketing channels into its campaigns.

The project’s request for information states the Tasmanian tourism body is looking to “overhaul” its marketing program to become a “consumer-focused content marketing organisation” which will result in brand campaigns being replaced with “always on” branded content, customer communications and cross-channel experiences.