Tourism Tasmania sends well wishes to Denmark’s new Tassie-born Queen
Tourism Tasmania has taken advantage of Aussie-born Queen Mary of Denmark’s recent ascension to the throne, with a special congratulations video message from her home state, as well as newspaper advertising.
As part of it’s ‘Come Down For Air’ brand platform, created by BMF, the print ads ran in Nine mastheads The Sydney Morning Herald and The Age on Tuesday, as well as in a Danish publication called Politiken.
Clever, timely copy featured in the Nine ads, which read: “Becoming Queen. The only decent excuse for leaving.”
While in Politiken, the ad said: “Down here our views are fit for a queen. Just ask yours.”
The Nine masthead print ads
“We wanted to show our support for Mary becoming Queen, while also having a bit of fun using our Tasmanian tone of voice and stunning imagery,” said Tourism Tasmania’s CEO, Sarah Clark.
“At Tourism Tasmania we aspire to be different, to cut through the general tourism marketing noise, and this was a great opportunity to reach our important domestic travelling audience and the Danish market with a creative message.”
The Politiken print ad
The ads were supported with unpaid social media videos that were spread in both the Australian and Danish markets.
Lindene Cleary, CMO of Tourism Tasmania, added: “It’s not every day that a Tasmanian becomes royalty.
“We wanted to embrace the moment in a ‘Tasmanian’ way, with our team acting quickly to send a clever but fun brand message celebrating Queen Mary,” she concluded.
Late last year, the tourism body released a special edition ‘Come Down For Air’ podcast episode, recorded on Tasmania’s east coast in partnership with ARN’s iHeart Radio.
The latest creative spot, which launched in October 2023, invited travellers to build deeper connections with the land – continuing to push away from traditional tourism marketing.
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Lauren McNamara is the associate editor 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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