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Abstract

This chapter examines Tourism Tasmania’s current online cross-promotional destination marketing strategy for the ABC television series Rosehaven, specifically demonstrating how the state agency works to link existing Tasmanian tourism destinations to the fictional settings of the television series. It also assesses the ‘real-life’ destinations that are actively promoting Rosehaven as part of local tourism initiatives. Overall, the show’s ‘quirky’ personality appears to be a valuable asset for broader Tasmanian branding trends, helping to dramatise the concept that Tasmania is a unique island destination, different from the rest of Australia: a place of unusual people and locations.

Item Type:	Book Section
Authors/Creators:	Blackwood, G
Keywords:	screen tourism, destination-marketing, television, tourism, Tasmania
Publisher:	Forty South
Copyright Information:	Copyright 2019 Gemma Blackwood
Item Statistics:	View statistics for this item

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