021/02 3 June 2002 TT-Line to consolidate branding under $5 million campaign TT-Line Company Pty Ltd's $5 million advertising, marketing and public relations campaign for its new Bass Strait vessels will amalgamate its existing brands - TT-Line, Spirit of Tasmania and Devil Cat - into a common Spirit of Tasmania brand. TT-Line National Marketing Manager Melindy Green said the company's campaign would build on the existing brand strength of the current Spirit of Tasmania. " The vessel has built an excellent reputation for reliability, safety and service since its introduction on to Bass Strait in 1993 and has played an important role in the success of TT-Line," she said. " It will be the campaign's aim to ensure the new Spirits are the preferred option of travel when people interstate are considering a Tasmanian holiday." Ms Green said the campaign would use the Marvin Gaye / Kim Weston song "It Takes Two" as its theme. " We have adjusted the lyrics to highlight that there will be two new vessels and our schedule of nightly crossings," she said. " Our research indicates that mainland Australians see the Spirit of Tasmania as a unique way to start their holiday and the appeal of sea travel will be a key part of the campaign." Ms Green said TT-Line's market analysis had identified the major consumer groups that would choose to travel on board the vessels which were in line with Tourism Tasmania's own research. " The design of the advertisements, and the placement of these advertisements in the press, on radio and on television, will be specifically aimed at the target groups identified through the research. " Web advertising has also been designed and will be linked to relevant sites which reflect the interests of the target audience." " The effectiveness of the advertisement campaign will be monitored through responses received at our Devonport call centre and coupon returns." Ms Green said industry and consumer feedback had been extremely positive to date. " There is great excitement about the arrival of the new vessels and the flow-on effects they will have on the tourism industry in Tasmania," she said. For further information please contact: Nicolas Turner Corporate Communications Telephone 03 6224 8044 / 0418 538 865