Spirit of Tasmania will encourage Australians to �Let your Spirit take you�, launching its new $11m sales and marketing campaign this week.

Tasmanian Minister for Tourism, Parks and Heritage Ken Bacon today launched the new Spirit of Tasmania marketing plan at the Lenna Hotel, Hobart, to industry representatives and the Tasmanian media.

�The integrated sales and marketing campaign will incorporate advertising, sales activities, posters, signage, promotions, publicity and direct mail, beginning Sunday, 25 July 2004,� Mr Bacon said.

�Spirit of Tasmania is particularly focussing on converting customers to the Sydney service, and promoting the day sailings on the Melbourne service.

�To encourage customers to experience the day sailing experience, Spirit of Tasmania has also introduced passenger fares from $99* for shoulder period daylight voyages.

�The Tasmanian Government has provided $2 million to support the advertising component, which will promote both Sydney and Melbourne services through television, print and online media in Tasmania, New South Wales, Victoria, Brisbane and South Australia.�

National Manager Sales and Marketing, Melindy Green, said the advertising campaign would be the largest ever undertaken at Spirit of Tasmania.

�The theme of the campaign is �Let your Spirit take you�, with print advertising designed around the concept of driving to Tasmania, a key motivator for travellers,� Ms Green said.

The first phase of the advertising campaign is scheduled to run until November with an additional wave between Boxing Day and Easter.

The integrated marketing campaign will also continue the successful Visiting Journalist Program, and sales representatives will launch the campaign to Trade through cinema nights for over 600 travel agents in July and August.

�The campaign promotes Spirit of Tasmania with its own new theme song, �Let your spirit take you�, written and recorded exclusively for Spirit of Tasmania,� Ms Green said.

�The song was designed to enhance and promote the allure of sea travel, whilst maintaining a sense of ownership for Tasmania.�

For further information contact: Christina Koullas Corporate Communications Coordinator Tel: 03 9206 6220 / 0438 393 898 czk@spiritoftasmania.com.au