Mumbrella360: ‘Outsmart, outwit, and out funny’: How Tourism Tasmania entices tourists over European summers

How did Tasmania entice people to visit the state in winter when temperatures plummet, days are short, and Aussies flock to European summers?

Tourism Tasmania chief marketing officer Lindene Cleary and BMF executive creative director David Fraser revealed the behind-the-scenes process of the Effie Award-winning Come Down for Air campaign on the Mumbrella360 stage last month.

Tasmania is the “antidote to the straitjacket of modern life”, Cleary said – a place to come alive again, wake up, and connect to nature.