13    Brand Tasmania

Authority Outline

Brand Tasmania is responsible for taking a best practice approach to ensure the Tasmanian Brand is strengthened locally, nationally and internationally, and is promoted as a key asset of the Tasmanian community.

Brand Tasmania’s broad objectives are to:

·       develop, maintain, protect and promote a Tasmanian Brand that is differentiated and enhances our appeal and competitiveness nationally and internationally;

·       strengthen Tasmania’s image and reputation locally, nationally and internationally; and

·       nurture, enhance and promote the Tasmanian Brand as a shared public asset.

Brand Tasmania operates as a client‑service organisation, partnering with stakeholders across business, government and the community, to empower Tasmanians to tell their stories in words, in images and, most importantly, through action.

The work of Brand Tasmania is overseen by a Board and is led by the Chief Executive Officer.

Brand Tasmania supports the Premier, Hon Peter Gutwein MP.

This chapter provides financial information about the Output to be delivered by Brand Tasmania in 2021‑22 and over the Forward Estimates (2022‑23 to 2024‑25). Further information about Brand Tasmania is provided at www.brandtasmania.com.au and www.tasmanian.com.au.


 

Key Deliverables

Table 13.1 provides a summary of the Budget and Forward Estimates allocations for key deliverables being undertaken by Brand Tasmania.

Table 13.1:       Key Deliverables Statement

 

2021‑22

 

Budget

2022‑23

Forward

Estimate

2023‑24

Forward

Estimate

2024‑25

Forward

Estimate

 

$'000

$'000

$'000

$'000

 

 

 

 

 

Initiatives

 

 

 

 

Sentiment and Brand Measurement

175

240

....

....

Tasmanian Brand: Youth Enterprise

100

....

....

....

 

 

 

 

 

Sentiment and Brand Measurement

This initiative will provide up‑to‑date tracking of the Tasmanian Brand on and off‑island.

Tasmanian Brand: Youth Enterprise

This initiative will pilot a Brand Tasmania’s Youth Enterprise program and be delivered in collaboration with key partners in the community sector, the Department of Education and in schools. 


 

Output Information

Brand Tasmania’s Output is provided under the following Output Group:

·       Output Group 1 ‑ Brand Tasmania.

Table 13.2 provides an Output Group Expense Summary for Brand Tasmania.

Table 13.2:       Output Group Expense Summary

 

2020‑21 

2021‑22 

2022‑23 

2023‑24 

2024‑25 

 

 

 

Forward 

Forward 

Forward 

 

Budget 

Budget 

Estimate 

Estimate 

Estimate 

 

$'000 

$'000 

$'000 

$'000 

$'000 

 

 

 

 

 

 

Premier

 

 

 

 

 

 

 

 

 

 

 

Output Group 1 ‑ Brand Tasmania

 

 

 

 

 

1.1 Brand Tasmania1

1 896 

2 328 

2 141 

1 925 

1 948 

 

1 896 

2 328 

2 141 

1 925 

1 948 

 

 

 

 

 

 

TOTAL

1 896 

2 328 

2 141 

1 925 

1 948 

 

 

 

 

 

 

Note:

1.    The variation over the Budget and Forward Estimates in Brand Tasmania reflects the funding profile for the Tasmanian Brand: Youth Enterprise and the Sentiment and Brand Measurement initiatives.

Output Group 1:    Brand Tasmania

1.1 Brand Tasmania

Brand Tasmania’s purpose is to bring more value to everything Tasmanian.

This Output delivers on the objectives of Brand Tasmania by ensuring Tasmania has a contemporary, best practice approach to managing, developing, promoting and protecting Tasmania’s Brand, in order to:

·       strengthen Tasmania’s image and reputation locally, nationally and internationally;

·       ensure Tasmania’s Brand is nurtured, enhanced and promoted as a key asset of the Tasmanian community;

·       enhance the attractiveness of Tasmania as a place in which to live, work, study, visit, invest or trade; and

·       maximise the profile, and the competitive position, of Tasmanian goods, services, experiences and products in local, national and international markets.

In 2021‑22, Brand Tasmania’s work will be focussed on the ongoing implementation of its 2019‑2024 Strategic Plan and delivering projects and collaborative activities with its partners across government, industry and the community.


 

Detailed Budget Statements

Table 13.3:       Statement of Comprehensive Income

 

2020‑21 

2021‑22 

2022‑23 

2023‑24 

2024‑25 

 

 

 

Forward 

Forward 

Forward 

 

Budget 

Budget 

Estimate 

Estimate 

Estimate 

 

$'000 

$'000 

$'000 

$'000 

$'000 

 

 

 

 

 

 

Revenue and other income

 

 

 

 

 

Appropriation revenue ‑ operating1

1 824 

2 232 

2 129 

1 913 

1 936 

Other revenue from government

72 

84 

.... 

.... 

.... 

Sales of goods and services

.... 

12 

12 

12 

12 

Total revenue

1 896 

2 328 

2 141 

1 925 

1 948 

Total income

1 896 

2 328 

2 141 

1 925 

1 948 

 

 

 

 

 

 

Expenses

 

 

 

 

 

Employee benefits

627 

642 

652 

654 

657 

Supplies and consumables1

1 069 

1 486 

1 289 

1 071 

1 091 

Grants and subsidies

200 

200 

200 

200 

200 

Total expenses

1 896 

2 328 

2 141 

1 925 

1 948 

 

 

 

 

 

 

Net result

.... 

.... 

.... 

.... 

.... 

 

 

 

 

 

 

Comprehensive result

.... 

.... 

.... 

.... 

.... 

 

 

 

 

 

 

Note:

1.    The increase in Appropriation revenue ‑ operating and Supplies and consumables reflects the funding profile for the Tasmanian Brand: Youth Enterprise and the Sentiment and Brand Measurement initiatives.


 

Table 13.4        Revenue from Appropriation by Output

 

2020‑21 

2021‑22 

2022‑23 

2023‑24 

2024‑25 

 

 

 

Forward 

Forward 

Forward 

 

Budget 

Budget 

Estimate 

Estimate 

Estimate 

 

$'000 

$'000 

$'000 

$'000 

$'000 

 

 

 

 

 

 

Premier

 

 

 

 

 

 

 

 

 

 

 

Output Group 1 ‑ Brand Tasmania

 

 

 

 

 

1.1 Brand Tasmania1

1 824 

2 232 

2 129 

1 913 

1 936 

 

1 824 

2 232 

2 129 

1 913 

1 936 

 

 

 

 

 

 

Brand Tasmania

 

 

 

 

 

Total Operating Services

1 824 

2 232 

2 129 

1 913 

1 936 

 

1 824 

2 232 

2 129 

1 913 

1 936 

 

 

 

 

 

 

Appropriation Rollover

72 

84 

.... 

.... 

.... 

 

 

 

 

 

 

Total Revenue from Appropriation

1 896 

2 316 

2 129 

1 913 

1 936 

 

 

 

 

 

 

Controlled Revenue from Appropriation

1 896 

2 316 

2 129 

1 913 

1 936 

 

1 896 

2 316 

2 129 

1 913 

1 936 

 

 

 

 

 

 

Note:

1.    The increase in Appropriation for Brand Tasmania reflects funding for the Tasmanian Brand: Youth Enterprise and the Sentiment and Brand Measurement initiatives.

 


 

Table 13.5:       Statement of Financial Position as at 30 June

 

2021 

2022 

2023 

2024 

2025 

 

 

 

Forward 

Forward 

Forward 

 

Budget 

Budget 

Estimate 

Estimate 

Estimate 

 

$'000 

$'000 

$'000 

$'000 

$'000 

 

 

 

 

 

 

Assets

 

 

 

 

 

Financial assets

 

 

 

 

 

Cash and deposits1

12 

.... 

.... 

.... 

.... 

Receivables

 

18 

 

 

 

 

 

 

Non‑financial assets

 

 

 

 

 

Intangibles1

41 

119 

119 

119 

119 

Other assets

17 

 

58 

126 

126 

126 

126 

 

 

 

 

 

 

Total assets

76 

128 

128 

128 

128 

 

 

 

 

 

 

Liabilities

 

 

 

 

 

Payables

29 

23 

23 

23 

23 

Employee benefits1

28 

127 

127 

127 

127 

Total liabilities

57 

150 

150 

150 

150 

 

 

 

 

 

 

Net assets (liabilities)

19 

(22)

(22)

(22)

(22)

 

 

 

 

 

 

Equity

 

 

 

 

 

Accumulated funds

19 

(22)

(22)

(22)

(22)

Total equity

19 

(22)

(22)

(22)

(22)

 

 

 

 

 

 

Note:

1.    The variation in Cash and deposits, Intangibles and Employee benefits in 2022 reflect revised estimates based on 30 June 2020 actuals.

Table 13.6:       Statement of Cash Flows

 

2020‑21 

2021‑22 

2022‑23 

2023‑24 

2024‑25 

 

 

 

Forward 

Forward 

Forward 

 

Budget 

Budget 

Estimate 

Estimate 

Estimate 

 

$'000 

$'000 

$'000 

$'000 

$'000 

 

 

 

 

 

 

Cash flows from operating activities

 

 

 

 

 

Cash inflows

 

 

 

 

 

Appropriation receipts ‑ operating

1 824 

2 232 

2 129 

1 913 

1 936 

Appropriation receipts ‑ other

72 

84 

.... 

.... 

.... 

Sales of goods and services

.... 

12 

12 

12 

12 

Total cash inflows

1 896 

2 328 

2 141 

1 925 

1 948 

 

 

 

 

 

 

Cash outflows

 

 

 

 

 

Employee benefits

(567)

(580)

(588)

(588)

(588)

Superannuation

(60)

(62)

(64)

(66)

(69)

Grants and subsidies

(200)

(200)

(200)

(200)

(200)

Supplies and consumables

(1 069)

(1 486)

(1 289)

(1 071)

(1 091)

Total cash outflows

(1 896)

(2 328)

(2 141)

(1 925)

(1 948)

 

 

 

 

 

 

Net increase (decrease) in cash and cash equivalents held

.... 

.... 

.... 

.... 

.... 

 

 

 

 

 

 

Cash and deposits at the beginning of the reporting period

12 

.... 

.... 

.... 

.... 

Cash and deposits at the end of the reporting period

12 

.... 

.... 

.... 

....