Tourism Tasmania’s new campaign invites deeper connections to land, via BMF
Tourism Tasmania has launched a new iteration of its ‘Come Down For Air’ brand platform, which first launched in 2019, inviting travellers to build deeper connections to Tasmania, via BMF, Starcom and Orchard Marketing.
The campaign continues the brand’s strategic move away from traditional tourism marketing, aiming to deliver ‘air’ to audiences more effectively and in more places.
Tourism Tasmania’s CEO, Sarah Clark, said: “In Tasmania, vast natural landscapes sit alongside top-notch arts, culture, and culinary experiences. By leveraging this Tasmanian experience, we want people to realise they can find their own ‘air’ on a holiday in Tasmania – whether that includes stargazing, cheese tasting or mountain hiking.
“The brief to the agencies was to ensure the campaign builds the brand’s storytelling, representing Tasmania’s nature, wildlife, history, heritage, food drink, arts, culture and people.”
Mina Savjak, business director at Starcom added: “The role of paid media was to contextualise the different aspects of “Air” for consumers and deepen the emotional connection with Tasmania through cultural immersion. This year we engaged two new partners, The Guardian and ARN/iHeart’s The Imperfects, both well versed in driving cultural discourse, to tap into relevant moments. A bespoke podcast episode, filmed in Tasmania’s open air as well as immersive video and written and social content will showcase not only what Tasmania has to offer over the summer months but what it stands for as a brand when it comes to making a positive impact.
“This robust content plan is supported by contextual OOH placements and impactful dynamic executions that will bring to life the different aspects of Tasmanian ‘air’ at times when consumers will be most receptive: travelling on busy traffic arterials, crowded train stations, inside gyms and office buildings,” Savjak added.
BMF’s creative director, Rees Steel, said: “Tasmania’s beauty and irreverence are always a welcome breath of air, but as the year comes to a chaotic end, it feels like mainlanders have really earned a reprieve.
“We’re looking forward to showing up in new places with ‘Come Down For Air’ and helping everyone to unclench just a little. Maybe even with a cold glass of something.”
The campaign is further supported through personalised website experiences and retargeting strategy on paid and owned channels, delivered by Orchard Marketing.
“There’s so much to experience in Tassie. We wanted the digital experience to show you what you love based on your interests and where you’ve been,” said Mikaela Crimmins, chief strategy officer at Orchard Marketing.
“From the first click, you’ll get a taste of Tassie’s charm and the ability to effortlessly explore – holiday planning should be stress free after all and that’s what we’re aiming for, a moment to catch your breath and seamlessly move from dreaming to doing. This is all powered by content intelligence, ensuring that our campaign not only captivates potential travellers but converts them into on-the-ground travellers too, and return visitors, if we’re lucky!”
The campaign is the latest from the domestic tourism industry, as earlier this month, South Australian Tourism Commission launched its newest campaign featuring Hollywood’s Mark Webber. Tourism WA also recently showcased its travel destinations with Aussie Formula 1 driver Daniel Ricciardo, while QLD and Victoria launched new strategic plans to grow their tourism industries.
‘Come Down For Air’ will run until March 2024.
Credits:
Client: Tourism Tasmania
Creative agency: BMF
Media agency: Starcom
Digital agency: Orchard Marketing
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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