The History of the Tasmania Committee Inc.

The idea for the Tasmania Committee originated in 2000 with Tony Steven. Tony was concerned with the level of pessimism and lack of positive leadership in Tasmania. Based on business investment and networking organisations existing in other States, he proposed an organisation to promote motivation and leadership in both the business and general Tasmanian communities.

Tony’s initiative was supported and encouraged by media managers Paul Hogan, Southern Cross TV, and Andrew Reimer, formally of TTT FM, by Mike Ryan, Hotel Grand Chancellor, and by Reg White, University of Tasmania.

The Tasmania Committee was founded with its first function in May 2001, featuring Saul Eslake, Chief Economist of the ANZ, formerly of Burnie. The foundation President was Andrew Reimer and Mike Roberts of the Tourism Council of Tasmania, Vice President.

In conjunction with Tony Steven a steering committee developed a Constitution and the Tasmania Committee was incorporated with the Office of Corporate Affairs within the State Government jurisdiction in 2002. There were 22 Foundation Members :

Mr. Saul Eslake
Mr. Geoff Fader
Mr. Bill Fitzgerald
Mr. Chris Guesdon
Mr. Robert Hazel
Mr. Paul Hogan
Ms. Stephanie Jaensch
Mr. Daniel Leesong
Mr. Michael Mazengarb
Mr. Frank McGregor
Mr. Jarrod Nation
Ms. Margaret O’Rourke
Mr. Peter Patmore
Mr. Andrew Reimer
Mr. Michael Roberts
Mr. Mike Ryan
Mr. Merv Simmons
Mr. Tony Steven
Mr. Damon Thomas
Mr. William Toppin
Mr. Steve Vos
Mr. Reg White

The initial Board was : Andrew Reimer, President. Michael Roberts, Vice President. Tony Steven, Secretary. Reg White, Treasurer. Michael Ryan.  Margaret O’Rouke. Frank McGregor and Daniel Leesong.

The "Tasmania Love This Place" Initiative

The central campaign of the Tasmania Committee Inc, "Tasmania, Love this place” began with an approach to Tony Hart of Clemenger Tasmania, just before Christmas 2001. The group asked if he could contribute to the proposed media campaign by designing a concept. Tony cited two elements as vital to any campaign -Evidence and Sustainability. Until they could be included it wasn't worth doing.

The Clemenger team worked on this for two months and in February 2002 presented a brand new concept in social marketing:

"Tasmania... Love this Place".

Modelled on the "I Love New York" campaign and the "SA Great" campaign they had devised a unique method of making the campaign sustainable. A slogan where the last word "Place" is replaceable. Subscriptions at four levels were to be offered on an annual basis to fund the campaign using a reflective rather than slick slogan. A budget had been set included seed funding from the Tasmanian Government. A proposal to the then Premier Hon. Jim Bacon MHA, to fund the initial programme was approved within twelve hours.

Media outlets would all be assisting with additional placements above and beyond the budget. The Media Sub Committee headed by David Christian of Wrest Point was responsible for the Media campaign consisting of TV Radio and Press. The "Love This Place" campaign commenced on Sunday the 28^th July and generated considerable interest.

Tasmania Committee Inc. research showed that there are three distinct groups in our population at that time:

• About 30% who are comfortable with who they are, what they do and what they have. Although they have a good understanding of world events, they are increasingly focussed locally and believe that Australia (and particularly Tasmania) is the best place to live.
• About 40% who have a conservative outlook. They seek a disciplined, predictable and safe society and are resistant to change. Their lives are centred around their jobs, their family and their home. They are more likely to be observers of what is happening in society rather than active participants.
• The remaining 30% of the population is fighting to survive, feel vulnerable with the older seeking a sense of order, security and self respect. The younger are insecure with their lives, their jobs (where employed) and their relationships. They are pessimistic and cynical. They blame change for their circumstances and do not understand the need forb change. About 4 in 10 of this group are working for a better deal for themselves and their families.

Campaign Strategy

The campaign was designed to encourage a positive outlook and lead to increased economic activity as more within the population take advantage of the opportunities that are available.

It was anticipated that the campaign would gain the support of the first group fairly quickly and easily, however it is directed to the second group with the objective of building and increasing this group within society helping them to be enthusiastic about their State and its future. Successfully targeting of the second group would flow through to the third group with about 40% of them who want a better life and were prepared to do something about it.

Continued research will reveal the real benefits of this campaign but the goal is long term and results will be progressive over a number of years.

A series of 6 half-hour TV shows about Tasmania and its people, an initiative from Wendy Kennedy, was incorporated into the Campaign. Hosted by Wendy, these shows ran on Southern Cross Television during the summer period. These shows now provide a reserve of 1 minute segments to be shown throughout the following years. A second series of 4 shows went to air during the summer of 2003-2004.

Promotional Functions

Initial promotional functions delivered by Tasmania Committee Inc included:

• Saul Eslake, Chief Economist for the ANZ 14th May 2001
• Robyn Moore, the voice of Blinky Bill 26th March 2002
• Greg Farrell of Federal Hotels and Resorts 23rd May 2002
• Ronnie Burns 12th November 2002

The Founding President Mr. Andrew Reimer

Founder of High Performance Training, Andrew's background in marketing and management comes from his 30 year experience in broadcasting in the U.S. and Australia. Moving to Tasmania from California to purchase Triple T Radio and create MAGIC 107, he is passionate about Tasmania and its future and is a founding member of the Tasmania Committee along with involvement in many other community organisations.

The Founder Mr. Tony Steven

The original founder of the Tasmania Committee, Tony is the Managing Director of Association Offices a company that provides secretariat services to Associations both in Hobart and Canberra. Through this, Tony is the CEO of the Council of Small Business Organisations of Australia. He is strong advocate for small business and of course Tasmania. He is married with 4 children living in Mt Stuart, Hobart.