Whybin\TBWA\Tequlia and Tourism Tasmania are set to release a new campaign promoting Tasmania as the premier destination for Australian travellers this winter.

Tourism Tasmania's campaign officially launched on March 20, with three different components with the aim to attract visitors to Tasmania over the autumn and winter months.

Included is a new social media strategy, the national broadcast and promotion of a dedicated Tasmanian television series and a new strategy created around Tasmania's first-ever Winter of Festivals.

The broadcast of Discover Tasmania - a 10-part, half hour weekly lifestyle/travel series featuring hosts Ed Halmagyi (Better Homes & Gardens) and Jack Campbell (All Saints), will air nationally on the Seven Network and 7TWO.

It will be complemented by a media campaign leveraging the assets of Seven Media Group across television, magazines, Virgin Blue and Yahoo 7.

This will feed into Tourism Tasmania's website, www.discovertasmania.com, which allows for viewer interaction on microsites, facebook pages and twitter communications.

The second stream of activity is part of a strategy to change perceptions about Tasmania with a message that Tasmania is vibrant and active, open and welcoming in winter.

Lumina- A Winter of Festivals Tasmania 2010, is a new concept that brings together the cultural and festival activities on offer throughout the state over the winter months under one umbrella.

Whybin\TBWA\Tequila's challenge was to raise awareness of Lumina, challenging people's beliefs that Tasmania, while beautiful, is primarily an outdoor destination which has very little to offer visitors in winter.

Whybin\TBWA\Tequila focused on celebrating the beauty of the state, providing information about the events and activities.

The Lumina campaign talks to affluent markets across two age brackets, aimed at reaching the 45 to 60-year-olds as well as the 25 to 34 year old age bracket.

Jan Ross, marketing director Tourism Tasmania commented: "We are extremely happy with how Whybin\TBWA\Tequila has taken our brief and brought it to life."

"Following on from our new brand position that Tasmania is 'A World Apart, not a World Away', they have created a campaign that communicates to our target audiences that winter in Tasmania is alive and vibrant and is the place to take a winter break, indulge a passion and explore a world class destination," Ross said.