How Anti-Ordinary Thinking Drove Anti-Ordinary Results for Tasmania’s Off Season

Date: 23 May 2024

By 2021 the highly successful ‘Come Down for Air’ brand platform had started to position Tasmania as a response to a deeply ingrained cultural need: respite from the constraints of modern life. But how did Tasmania entice people to ‘Come Down for Air’ in winter when temperatures plummet, days get short, and Aussies flock to European Summers?