Tourism Tasmania invites Australians to ‘Come down for air’ in brand relaunch from BMF and Clems Sydney
Tourism Tasmania has relaunched its brand with a campaign inviting Australians to ‘Come down for air’ and escape the stresses of modern life.
It is the first campaign from BMF and Clemenger BBDO Sydney, which won the creative and digital accounts for Tourism Tasmania in March. BMF is behind the creative, whilst Clemenger BBDO Sydney is executing the digital strategy.
The launch ads draw focus to the unique intimate moments people experience in different locations across Tasmania.
John Fitzgerald, Tourism Tasmania chief executive officer, said the ads reflect the the peace of Tasmania amongst the noise of a loud ad break.
“Amid the clutter of a busy, shouty ad break – we wanted to create an island of calm that helps transport Australians to that feeling of Tasmania. We believe we have created a unique brand
narrative that brings Tasmania to life and showcases what makes it unique as a top travel destination,” Fitzgerald says.
Tourism Tasmania chief marketing officer, Emma Terry, added: “Come down for air represents Tasmania’s place and people. We’ve come a long way – we’re quietly confident and have no need to boast. This new brand platform speaks to who we are as Tasmanians now and invites Australians to experience a slice of our way of living, for a day, a week or even longer.”
Stephen McArdle, BMF managing director, said the ‘Come down for air’ idea came alive during their pitch for the Tourism Tasmania account.
“When we first saw the ‘Tasmania. Come down for air’ idea during the pitch process, it felt special – like the place itself. After the last few months, working with the Tourism Tasmania team on the launch, it has felt even more true to the essence of Tassie and the effect it has on the human spirit.”
Alex Derwin, BMF executive creative director, said: “As soon as you step off the plane in Tassie, you get a blast of pure, clean air. Your lung capacity magically improves and the knots in your shoulders disappear. It really does return you to a more human state. The ‘Come down for air’ platform gives us the chance to capture and recreate this feeling across multiple channels and in multiple markets. Working with Tourism Tasmania is a huge creative opportunity, and we’re excited for the collaborations to come.”
The campaign will be supported by radio, print, outdoor and online.
The annual naked swim that takes place on the winter solstice in Hobart features in the out-of-home execution for the campaign.
The annual solstice swim in Hobart features in the OOH advertising
Media for the campaign is being executed by Initiative.
Sarah James, managing director of Initiative Melbourne, explained the media strategy behind the campaign.
“Initiative has been working with Tourism Tasmania for five years and we are thrilled to partner with them on this new brand strategy. We are targeting mainland audiences that are consumed by their own ‘chaotic’ work and personal lifestyles and reaching them through the ‘chaotic’ media they consume. We want to attract their attention to the peace and simplicity of taking time to come down for air in Tasmania as a rewind and reset for everyday life,” James said.
The OOH execution for Tourism Tasmania’s ‘Come Down for Air’ campaign
In September, Tourism Tasmania’s in-house marketing team created a response to South Australia Tourism’s ‘Old Mate’ campaign. In its version of the ad, Tourism Tasmania told Australians :”Don’t feel sorry for old mate, he’s been coming to Tassie for years”.
Credits for ‘Come Down for Air’
Client: Tourism Tasmania
Chief Executive Officer: John Fitzgerald
Chief Marketing Officer: Emma Terry
Head of Brand & Content: Lindene Cleary
Brand Creative Manager: Chanel Parratt
Brand Project Officer: Felicity Williams
Creative Agency: BMF
Executive Creative Director: Alex Derwin
Creative Director: David Fraser
Art Director: Jane Tjokrowidjaja and Ben Alden,
Copywriter: James Sexton, Michael Dawson, Justin Butler and Lisa Down
Designer: Lincoln Grice, Fiona McLeod and Caroline Gilroy
Planning: David Warren and Thomasine Burnap
Managing Director: Stephen McArdle
General Manager: Paul Coles
Group Account Director: Edward Hughes
Account Director: Stefania Barry
Senior Account Manager: Peggy Wong
Account Manager: Adam Reeves
Agency Producer: Emma Friend
Director: Christopher Riggert
Production Company: FINCH
Executive Producer: Loren Bradley
Producer: Helen Morahan
DoP: Garry Philips
Post Production: Atticus
Online Artist: Drew Downes
Post Production Executive Producer: Amelia Bromley
Editor: Bernard Garry @ The Editors
Photographer: Adam Gibson
Art Buyer: Basir Saleh
Creative Services Director: Clare Yardley
Print Production: Karen Liddle and Jane Winnick
Music & Sound Production: Rumble Studios
Digital Agency: Clemenger BBDO Sydney
CCO: Ben Coulson
Creative Director: Brendan Willenberg
Art Director: Ollie Beeston
Writer: James Beswick
Digital Designer: Alex Kidd
Head of CX: Jade Clark
Planner Director: Rob Harding-Smith
Senior Account Manager: Bella Timar
Head of Production: Denise McKeon
Interactive Executive Producer: Claire Bisset
Front End Developer: Jay Young
Retoucher: Giles Davies
Director (Flare): Robin Sung
Senior Editor Online (Flare): Jess Morgan
Sound Designer (Flare): Robbie Balatincz
Producer (Flare): Kirstin Lees
Media Agency: Initiative
What [Edited under Mumbrella’s comment moderation policy]
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What did Clems actually do?
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I just visited Tassie for the first time last week, i’m genuinely impressed with how well this ad campaign captures the feeling of the place. Well done!
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Much as I would love to give this work a glowing review – it doesn’t inspire me to visit at all!
Sorry but it’s really dark (even the sunrise clip looks dark and moody) and the messaging is too chill …
I’ve been to Tassie (just once) and it is beautiful and bright! This doesn’t come across here.
The ‘Come down for air’ slant is great but that does not translate effectively in the ads.
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Do these commercials strike a cord with the target market??
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