Come Down for Air: How Tasmania Built a Brand Platform That Stands Apart by Staying True

Date: 28 August 2025

What does it take to build a tourism brand that remains steady in uncertainty and gains strength over time? How do you create work that’s creatively distinctive, commercially effective, and grounded in emotional truth?

In this session, Tourism Tasmania’s Chief Marketing Officer Lindene Cleary and BMF’s Executive Creative Director David Fraser will share the thinking behind ‘Come Down For Air’, a long-term brand platform that began as a call to action and evolved into a cultural signature. They’ll explore how the brand navigated the immediate pressures of pandemic recovery without losing sight of a bigger ambition: to build something lasting, distinct, and true to Tasmania.