Tourism Tasmania recommences marketing interstate with ‘Come Down For Air’

Tourism Tasmania has recommenced its ‘Come Down For Air’ campaign in New South Wales and Queensland after almost a year of the state being closed off to tourists from Australia’s east.

The $2.35 million revival will be running until 30 June and support tourism operators in Tasmania as they emerge from their disrupted summer season and head into winter.

‘Come Down For Air’ launched in 2019 from creative agency BMF and Clemenger BBDO Sydney, which holds Tourism Tasmania’s digital account.

After being put on hold due to COVID-19, the campaign recommenced Victoria, South Australia and Western Australia in mid-January. Activity also began in New Zealand on 17 January, the first time Tourism Tasmania has advertised in the country in 10 years.

The original campaign films will hit TV screens once more, and are accompanied by a new series of out-of-home, print, radio and digital assets.

The new films highlight peaceful moments available in Tasmania for tourists who seek to escape the chaos of the last year. Activities such as Penny Farthing racing in Evandale, gathering wild produce at Seven Mile Beach, or dining at the remote restaurant The Boathouse are all promoted in the new campaign.

The ads are designed to cut through the noise of television and radio ad breaks, with the peace and quiet of Tasmania.

Alex Derwin, chief creative officer at BMF, told Mumbrella: “There wasn’t much to smile about for the tourism industry last year, but as the states opened up their borders, Tourism Tasmania doubled down on the launch of their brand platform ‘Come Down For Air’. The new series of OOH, print and digital executions muse on a diverse range of subjects including wombat poo, the masculinity of truffle hunters and the liberating feeling of helmet hair.”

The campaign has also been designed to react flexibly to changes in border restrictions and align with current government communications.

Tourism Tasmania’s media agency is Initiative.


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