Tourism Tasmania takes racers into the wilds

Tourism Tasmania takes racers into the wilds
SHARE
THIS



Tourism Tasmania wins unprecedented exposure from sponsoring the Swisse Mark Webber Tasmania Challenge. Today, we find out the story behind the company’s involvement in the challenge.

But first… Team B&T is taking on the 2013 Swisse Mark Webber Tasmania Challenge. We are blogging live from the event, covering the highs and lows of the five-day adventure race, and looking at the inside story on the significant branding and sponsorship around the event. Here’s Day Four’s round-up.  

Day four: Mount Field

Team B&T got its first time penalty today. Not for cheating, not for making mistakes, but for missing a cut-off time.

As determined as we were to collect all the checkpoints (pictured) and finish every leg each day, today beat us, by a frustrating 25 minutes.

And we weren’t the only ones. Eighteen teams out of the 34 competing in the Swisse Mark Webber Tasmania Challenge missed the 4pm cut off for commencing kayaking.

It was a six hour penalty and our first so far in the race (competitors can pick up time penalties for missing checkpoints, venturing more than 50 metres away from their team mate, missing legs altogether, disobeying course rules, etc) so we’ll take it on the chin.

Day four started out with a brutal mountain bike ride – up, yes up, a mountain for about 15km. We were rewarded at the top with a stunning 11km trek/run around Mount Field, taking in beautiful mountain lakes and rugged wilderness.

Above: Collecting a checkpoint at Mount Field

Next was the fun part – the descent down the track we had ridden up earlier in the morning.

After managing not to stack it at high speed, we faced an orienteering challenge before hopping back on our bikes, knowing that by the time we arrived at the paddle start line we would be too late. It was (somewhat selfishly) comforting to be greeted by a host of other teams who had also struggled to make the cut off time.

Tomorrow is the final day of the Webber Challenge, and we are taking on Hobart. Once again, it promises to be a tough, stunning day.  

Long-term challenge supporters

B&T caught up with Tourism Tasmania’s marketing director, Kathryn McCann (right), to find out about the organisation’s long-term support of the event.

Tourism Tasmania has supported the Mark Webber Tasmania Challenge ever since its first outing in 2003, and has been a sponsor since 2011.

And the company gets a lot out of it, as McCann explained: “Our support of this event has created an opportunity to use the event, its competitors, its sponsors, Mark Webber’s global profile and his glowing endorsement of Tasmania to validate our national and international status as a nature-based tourism destination, and a location for high quality adventure tourism activity, especially in key overseas markets like the UK, Europe and Asia. 

“In addition to the profile our destination receives through the event itself as well as Mark’s personal endorsement of Tasmania, we also receive further recognition via the event’s high profile competitors, many of whom are celebrities or household names in the world of adventure tourism or extreme events.”

The people at Tourism Tasmania are partly to blame for what is promising to be a very rugged journey into the wilderness for this year’s competitors, along the state’s west coast – in recognition of the 30th anniversary of the Tasmanian Wilderness World Heritage Area.

“The course helps us to profile the variety of amazing tourism products that are connected with this unique World Heritage location,” added McCann.

Sponsorships are not a big part of Tourism Tasmania’s marketing strategy, said McCann, but this one is a little different. “Rather than us continuing to tell people how wonderful Tasmania is as an adventure tourism destination, the opportunity arose through this event to actually stage an extreme adventure event in Tasmania, and in doing so, capitalise on Mark’s global F1 profile to promote Tassie’s adventure tourism status,” she said.

Part of Tourism Tasmania’s involvement sees it work closely with two teams who are taking part in this year’s Mark Webber Tasmania Challenge – the Discovertasmania.com.au team (comprising world adventure sports champions Richard Ussher and Braden Currie) and Team Lonely Planet (comprising Lonely Planet Australia staff Georgina Leslie and David Gorvett).

“Working with the teams helps us to create additional PR, online and social media activity around the event, and extend the Tasmanian tourism brand,” added McCann.

Team B&T, consisting of B&T features editor Lucy Clark and her racing partner Dom Collie, is taking on the challenge. It runs over five day and covers 350 kilometres, across the western Tasmania wilderness. It features kayaking, mountain biking, trekking and running – all self-navigated.

Tune in on Monday to find out how they fare in the final push to the finish line. 

Here's the video of Day Three yesterday at Strahan:

http://www.youtube.com/watch?v=qeFcB9–BKg

Please login with linkedin to comment

Latest News

Women’s Health Unveils Its New Premium Digital Experience
  • Media

Women’s Health Unveils Its New Premium Digital Experience

Pac Mags’ Women’s Health has unveiled an all-new premium digital experience. With a faster, cleaner, more intuitive and visually consistent brand experience across all devices, the new look is designed to optimise the user’s journey with less clutter, discoverable content and seamless integration for commercial partners. Will Everitt, head of product and technology said: “The digital evolution of […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.