Tourism Tasmania reinvigorates ‘Come Down for Air’ for summer via BMF
Tourism Tasmania has launched the latest iteration of its ‘Come Down for Air’ platform, with a new summer campaign from BMF.
The campaign leverages the destination’s long-standing brand platform to remind Australian travelers to take a proper break when they holiday in Tasmania over the summer.
Other assets:
Mountain 15″: https://youtu.be/7GXisCT9P70
The campaign features a 30-second spot that depicts a women curled up on a bed of rocks atop a mountain, enjoying the scenery with her eyes closed. The film highlights the intensity of how it feels to be geographically and culturally remote from the modern mainland during Tasmanian summer.
The spot, along with a 15 second cut down, will roll out across TV and cinema with supporting executions in social, audio, OOH, print and display.
John Fitzgerald, CEO, Tourism Tasmania said: “After a period of COVID lockdowns and interrupted travel, the constraints of modern-day life feel even tighter than they did before, with our lives revolving around an endless drive to do and achieve. We are inviting Aussies to come and experience a holiday where it’s okay to do nothing, or everything, without any judgement. To take a break from the stressors of everyday life, and to experience the little moments of mindfulness and joy in Tassie, whatever that looks like for you.”
David Fraser, creative director, BMF, said: “A decent nap, or a moment to ponder, is an elusive thing. And the way many of us mainlanders wear ‘busy’ as a badge of honour doesn’t help. Inviting people to Tassie to do a whole lot less this summer felt like a compelling antidote to this endless drive, and it’s a lovely spot to have a few cheese dreams.”
Credits
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: David Fraser
Associate Creative Directors: Casey Schweikert & Rees Steel
Copywriter: Michael Dawson
Head of Art & Design: Lincoln Grice
Designer: Matty Hughes
Chief Strategy Officer: Christina Aventi
Group Planning Director: Thomasine Burnap
CEO: Stephen McArdle
General Manager: Richard Woods & Aisling Colley
Group Account Director: Edward Hughes
Account Director: Claire Emery
Account Executive: Jac Hasler
Project Manager: Amy Kokotas
TV Producer: Esta Lau
Integrated Producer: Basir Salleh
Retoucher: Angus Whalan
Content Producer: Holly Whiteley
Editor: Al Moore
Digital Lead: Sam Elliott
Digital Developer: King Tan
Creative Services Director: Clare Yardley
Production Director: Karen Liddle
Finished Artist: Catarina Durado
Finished Artist: Stacey Harrad Chantler
Finished Artist: Holly Jones
PR: Abigail Dawson & Elliott Holohan
Production:
Director: Christopher Riggert
TV Production Company: Finch
Finch Managing Director: Corey Esse
Finch Executive Producer: Loren Bradley
Finch Production Producer: Catherine Anderson
DOP: Sam Chiplin
Editor: Johanna Scott
Sound Production: Rumble Studios
Photographer: Lilli Waters
Production Company: Sam I Am
Executive Producer: Rich Cole
Videographer: Rob Harrison
Client: Tourism Tasmania
Have your say