Tourism Tasmania launch new website via Clemenger BBDO and Orchard

Tourism Tasmania has launched a new immersive website in partnership with Clemenger BBDO Sydney and creative technology agency Orchard.

Bringing the tourism body’s brand platform, ‘Come Down for air’, to life, the website enables users to explore Tasmania and helps travelers shape a trip suited to their preferences.

Designed to showcase Tasmania at its best, with a seamless, functional digital experience, the website reveals the best of what the state has to offer, allowing travellers to add points of interest to their personalised itinerary using the Trip Planner feature, which can be shared with friends for group collaboration.

The website also allows users to highlight activities and destinations based on their declared interests, time available, pace, budget or passion.


“For travellers within Australia and internationally, offering a seamless digital experience is increasingly important”, said Emma Terry, Tourism Tasmania CMO.

“The new website is an immersive hub that will make planning your adventure to Tasmania easier than ever. This is just a taste of what’s to come as we create a connected experience across the full customer journey.”

Clemenger BBDO was appointed as the tourism body’s digital creative agency in 2019. The new website follows a string of recent work from Tourism Tasmania, including launch of the “come down for air” brand platform, which was created by its lead creative agency BMF, and a number of integrated campaigns for the organisation, including the “off season” Winter campaigns in 2021 and 2022, which was also created by BMF.

Orchard has also since been brought in as a partner of Tourism Australia in February this year to drive the organisation’s digital transformation, further enabled by the Optimizely digital experience platform (DXP).

Brent Kerby, Clemenger BBDO Sydney CEO, said: “We are proud to have partnered with Tourism Tasmania to deliver this new and exciting project. The strategic work, user experience and design for the new website have been developed with the future consumer in mind, with a truly personalised experience.”

Wai Kwok, CEO at Orchard, said: “Historically, Tourism Tasmania’s digital channels have played a strong role in the active dreaming, consideration, validation, and planning stages. The Customer Data Platform (CDP) combined with the Optimizely DXP allows us to provide every user with a more seamless connected experience.”


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