Spirit of Tasmania's new $10.9m marketing campaign will position the company's Melbourne and Sydney services as 'One of Australia's Great Journeys'.

Tasmanian Minister for Infrastructure Bryan Green launched the campaign, which begins this Sunday (7 August), in Hobart today to Tasmania's tourism industry representatives.

Minister Green said with its new advertising agency M&C Saatchi, TT-Line had developed a long-term campaign aiming to brand Spirit of Tasmania as an iconic service anyone touring Australia should experience.

"The campaign targets mainlanders who will bring their car and tour the state, and will promote the driving routes already developed by Tourism Tasmania.

"We know Spirit passengers stay longer and as a result, see more of the state.

"This touring market is crucial for tourism operators, particularly outside the major metropolitan areas."

Spirit of Tasmania's National Manager Passenger Sales and Marketing, Melindy Green, said the sea experience is the appeal of the campaign, setting Spirit of Tasmania apart from other forms of transport.

"This experience is about couples, the target audience, reconnecting and slowing down. Tasmania encapsulates the escapism mainlanders are looking for.

"It's about a unique journey of discovery in getting to Tasmania, and the romance and adventure of travelling by ship that the airlines cannot provide. It's about visiting Australia's greatest touring destination," said Ms Green.

The campaign will incorporate television, print, radio and on-line advertising, as well as sales activities, posters, signage, promotions, publicity and direct mail.

" Spirit of Tasmania is and will become one of Australia's great journeys," said Ms Green.

Ms Green said a new fares initiative of Spirit of Tasmania would complement the marketing campaign with any booking on spiritoftasmania.com.au now attracting a $5.00 saving on each leg.

"A couple can save $20.00 on return fares by booking online, and a family of four can save $40.00," said Ms Green.

Minster Green also said the new marketing campaign would build upon the recent success of the Spirit of Tasmania III .

"Bookings on Spirit of Tasmania III continue to be over 50% up on those taken for the previous comparative period since January of this year.

"Over 45,000 passenger fares have been sold since 16 th January and Spirit of Tasmania III bookings are on track to meet the 87,520 target for the 2005-06 financial year," he said.

The Tasmanian Government has provided $2m towards the total sales and marketing budget to be spent supporting the Spirit of Tasmania III Sydney-Devonport service.

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For further information contact:

Christina Koullas

Corporate Communications Coordinator

Tel: 0438 393 898