12    Brand Tasmania

Agency Outline

Brand Tasmania is responsible for taking a best practice approach to ensure the Tasmanian Brand is promoted as a key asset of the Tasmanian community.

The primary responsibilities of Brand Tasmania include:

·       developing, maintaining, protecting and promoting a Tasmanian brand that is differentiated and enhances our appeal and competitiveness nationally and internationally;

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

·       nurturing, enhancing and promoting 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 Jeremy Rockliff MP.

This chapter provides Brand Tasmania’s financial information for 2023‑24 and over the Forward Estimates (2024‑25 to 2026‑27). Further information about Brand Tasmania is provided at: www.tasmanian.com.au.


 

Output Information

The Output of Brand Tasmania is provided under:

·       Output Group 1 ‑ Brand Tasmania.

Table 12.1 provides an Output Group Expense Summary for Brand Tasmania.

Table 12.1:       Output Group Expense Summary

 

2022‑23 

2023‑24 

2024‑25 

2025‑26 

2026‑27 

 

 

 

Forward 

Forward 

Forward 

 

Budget 

Budget 

Estimate 

Estimate 

Estimate 

 

$'000 

$'000 

$'000 

$'000 

$'000 

 

 

 

 

 

 

Premier

 

 

 

 

 

 

 

 

 

 

 

Output Group 1 ‑ Brand Tasmania

 

 

 

 

 

1.1 Brand Tasmania1

3 087 

2 242 

2 257 

2 147 

2 005 

 

3 087 

2 242 

2 257 

2 147 

2 005 

 

 

 

 

 

 

TOTAL

3 087 

2 242 

2 257 

2 147 

2 005 

 

 

 

 

 

 

Note:

1.    The variation over the Budget and Forward Estimates in Brand Tasmania reflects the cessation of initiatives from prior Budgets.

 

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 2023‑24, Brand Tasmania’s work will be focussed on the continued implementation of its 2019‑2024 Strategic Plan and delivering projects and collaborative activities with its partners across government, industry and the community. Brand Tasmania will also begin developing its next Strategic Plan to continue to deliver on the Agency’s objectives and mission.

Table 12.2:       Performance Information ‑ Output Group 1

Performance Measure

Unit of

 Measure

2020‑21 Actual

2021‑22 Actual

2022‑23 Target

2023‑24 Target

 

 

 

 

 

 

Brand Tasmania

 

 

 

 

 

Policy, project and program advice and implementation meets expectations of stakeholders1

Satisfactory/ Unsatisfactory

na

 

 

na

 

 

Satisfactory

 

 

Satisfactory

Number of Tasmanian Partners2

Number

1 888

2 198

2 400

2 700

Number of workshops delivered2

Number

27

20

16

17

Number of workshop participant registrations3

Number

697

 

667

 

300

 

320

Number of approved users of the Tasmanian mark

Number

62

 

99

 

100

 

130

Number of toolkit downloads

Number

1 699

1 644

2 750

4 000

 

 

 

 

 

 

Notes:

1.    This measure will be determined through an annual stakeholder survey to commence from 2022‑23.

2.    The 2022-23 Target for this item has been revised since the 2022-23 Budget to better reflect anticipated activity.

3.    This measure includes online workshop participants.


 

Detailed Budget Statements

Table 12.3:       Statement of Comprehensive Income

 

2022‑23 

2023‑24 

2024‑25 

2025‑26 

2026‑27 

 

 

 

Forward 

Forward 

Forward 

 

Budget 

Budget 

Estimate 

Estimate 

Estimate 

 

$'000 

$'000 

$'000 

$'000 

$'000 

 

 

 

 

 

 

Revenue and other income

 

 

 

 

 

Appropriation revenue ‑ operating1

2 807 

2 058 

2 073 

2 103 

1 993 

Other revenue from government

116 

.... 

.... 

.... 

.... 

Sales of goods and services

28 

28 

29 

29 

12 

Other revenue2

176 

196 

196 

56 

.... 

Total revenue

3 127 

2 282 

2 298 

2 188 

2 005 

Total income

3 127 

2 282 

2 298 

2 188 

2 005 

 

 

 

 

 

 

Expenses

 

 

 

 

 

Employee benefits

722 

732 

735 

742 

665 

Supplies and consumables1

1 885 

1 310 

1 322 

1 205 

1 140 

Grants and subsidies

480 

200 

200 

200 

200 

Total expenses

3 087 

2 242 

2 257 

2 147 

2 005 

 

 

 

 

 

 

Net result

40 

40 

41 

41 

.... 

 

 

 

 

 

 

Comprehensive result

40 

40 

41 

41 

.... 

 

 

 

 

 

 

Notes:

1.    The decrease in Appropriation revenue - operating and Supplies and consumables in 2023‑24 reflects the cessation of initiatives from prior Budgets.

2.    The variation in Other revenue primarily reflects estimated funding from the Department of Premier and Cabinet and the Department of State Growth for services performed by Brand Tasmania relating to Government initiatives including Sentiment and Brand Measurement, Little Tasmanian and the Brand Tasmania Showcase.

 

Table 12.4:       Revenue from Appropriation by Output

 

2022‑23 

2023‑24 

2024‑25 

2025‑26 

2026‑27 

 

 

 

Forward 

Forward 

Forward 

 

Budget 

Budget 

Estimate 

Estimate 

Estimate 

 

$'000 

$'000 

$'000 

$'000 

$'000 

 

 

 

 

 

 

Premier

 

 

 

 

 

 

 

 

 

 

 

Output Group 1 ‑ Brand Tasmania

 

 

 

 

 

1.1 Brand Tasmania1

2 807 

2 058 

2 073 

2 103 

1 993 

 

2 807 

2 058 

2 073 

2 103 

1 993 

 

 

 

 

 

 

Brand Tasmania

 

 

 

 

 

Total Operating Services

2 807 

2 058 

2 073 

2 103 

1 993 

 

2 807 

2 058 

2 073 

2 103 

1 993 

 

 

 

 

 

 

Appropriation Rollover

116 

.... 

.... 

.... 

.... 

 

 

 

 

 

 

Total Revenue from Appropriation

2 923 

2 058 

2 073 

2 103 

1 993 

 

 

 

 

 

 

Controlled Revenue from Appropriation

2 923 

2 058 

2 073 

2 103 

1 993 

 

2 923 

2 058 

2 073 

2 103 

1 993 

 

 

 

 

 

 

Note:

1.    The variation over the Budget and Forward Estimates in Brand Tasmania reflects the cessation of initiatives from prior Budgets.

 

Table 12.5:       Statement of Financial Position as at 30 June

 

2023 

2024 

2025 

2026 

2027 

 

 

 

Forward 

Forward 

Forward 

 

Budget 

Budget 

Estimate 

Estimate 

Estimate 

 

$'000 

$'000 

$'000 

$'000 

$'000 

 

 

 

 

 

 

Assets

 

 

 

 

 

Financial assets

 

 

 

 

 

Cash and deposits1

52 

272 

299 

325 

325 

Receivables

19 

28 

28 

28 

28 

 

71 

300 

327 

353 

353 

 

 

 

 

 

 

Non‑financial assets

 

 

 

 

 

Inventories

68 

63 

77 

92 

92 

Property, plant and equipment1

.... 

26 

26 

26 

26 

Intangibles1

507 

527 

527 

527 

527 

Other assets

33 

18 

18 

18 

18 

 

608 

634 

648 

663 

663 

 

 

 

 

 

 

Total assets

679 

934 

975 

1 016 

1 016 

 

 

 

 

 

 

Liabilities

 

 

 

 

 

Payables

20 

18 

18 

18 

18 

Employee benefits1

187 

214 

214 

214 

214 

Other liabilities

.... 

.... 

.... 

.... 

Total liabilities

211 

232 

232 

232 

232 

 

 

 

 

 

 

Net assets (liabilities)

468 

702 

743 

784 

784 

 

 

 

 

 

 

Equity

 

 

 

 

 

Accumulated funds1

468 

702 

743 

784 

784 

Total equity

468 

702 

743 

784 

784 

 

 

 

 

 

 

Note:

1.    The variation in this item in 2024 reflects revised estimates based on 30 June 2022 actuals.

 


 

Table 12.6:       Statement of Cash Flows

 

2022‑23 

2023‑24 

2024‑25 

2025‑26 

2026‑27 

 

 

 

Forward 

Forward 

Forward 

 

Budget 

Budget 

Estimate 

Estimate 

Estimate 

 

$'000 

$'000 

$'000 

$'000 

$'000 

 

 

 

 

 

 

Cash flows from operating activities

 

 

 

 

 

Cash inflows

 

 

 

 

 

Appropriation receipts ‑ operating

2 807 

2 058 

2 073 

2 103 

1 993 

Appropriation receipts ‑ other

116 

.... 

.... 

.... 

.... 

Sales of goods and services

28 

28 

29 

29 

12 

GST receipts

65 

67 

68 

69 

70 

Other cash receipts

176 

196 

196 

56 

.... 

Total cash inflows

3 192 

2 349 

2 366 

2 257 

2 075 

 

 

 

 

 

 

Cash outflows

 

 

 

 

 

Employee benefits

(650)

(657)

(658)

(660)

(593)

Superannuation

(72)

(75)

(77)

(82)

(72)

GST payments

(65)

(67)

(68)

(69)

(70)

Grants and subsidies

(480)

(200)

(200)

(200)

(200)

Supplies and consumables

(1 899)

(1 324)

(1 336)

(1 220)

(1 140)

Total cash outflows

(3 166)

(2 323)

(2 339)

(2 231)

(2 075)

 

 

 

 

 

 

Net cash from (used by) operating activities

26 

26 

27 

26 

.... 

 

 

 

 

 

 

Net increase (decrease) in cash and cash equivalents held

26 

26 

27 

26 

.... 

 

 

 

 

 

 

Cash and deposits at the beginning of the reporting period

26 

246 

272 

299 

325 

Cash and deposits at the end of the reporting period

52 

272 

299 

325 

325