Media Releases

Tasmania is geared up to benefit from the strong following of the high-octane world of Formula One by broadening its involvement with racing star Mark Webber.

At the launch of the 2007 Mark Webber Pure Tasmania Challenge in Melbourne today, Red Bull driver Mark Webber and Tasmania revealed the details of an extended partnership that will deliver enormous benefits for the State.

The partnership directly ties Tasmania with Mark Webber's Formula One racing activities and promotes the state through branding, merchandise and promotional opportunities.

Tasmanian Minister for Tourism, Arts and the Environment Paula Wriedt said that Tasmania was ecstatic with Mark's willingness to jump on board and be an ambassador for the State.

"Mark is very passionate about Tasmania as demonstrated through his involvement with the Mark Webber Pure Tasmania Challenge hosted in the State each year."

"Both parties were eager to broaden the relationship and the obvious step was to increase awareness of the State through Mark's Formula One activities," said Ms Wriedt.

Mark's interest in adventure-based activities meant Tasmania was the natural choice and a perfect fit with our lifestyle and natural environment."

"This is an extremely invaluable partnership for a destination to achieve and one that will see Tasmania leveraged globally through Mark's profile and racing credentials."

Excited about the prospect of joining forces with Tasmania, Mark Webber said he was delighted to be able to help promote a destination with which he has a strong affiliation.

"Over the past two years I've worked closely with the Tasmanian Government to create the Mark Webber Pure Tasmania Challenge and it's been a really exciting and fulfilling project with the potential to grow bigger and better each year," he said.

"Therefore, it makes perfect sense to now combine my normal day job with my interest in Tasmania as we both keen to advertise Tasmania as an adventure destination."

Formula One is the perfect way to achieve this through its truly global appeal and so I'm looking forward to promoting Tasmania on the international stage and to be carrying discovertasmania.com on my racing helmet this season," said Mr Webber.

Ms Wriedt said Tasmania was thrilled with the opportunities that Mark will bring in telling the world about Tasmania.

"The profile and the following of Formula One coupled with the exclusivity of this partnership delivers a huge advantage over other Australian and international destinations competing for consumer attention."

"It leverages our current marketing and promotional strategies and with Formula One viewing audiences in the millions it will propel Tasmania into the international spotlight," said Ms Wriedt.

Ms Wriedt said the benefits to Tasmania were already in full view through Mark's participation at the Australian Grand Prix in Melbourne this weekend.

"Tasmania is literally taking centre stage this weekend with high exposure through 'Discovertasmania.com' inscribed on Mark's racing helmet."

"This strategic branding and placement will deliver unrivalled exposure through global media coverage with Tasmania beamed into millions of lounge rooms across the world - the likes of which have not been achieved by a destination in this capacity," said Ms Wriedt.

For more information contact Tourism Tasmania's Ruth Dowty 0409 162 62 or check www.markwebberchallenge.com