Tourism Tasmania takes creative to pitch

As per government requirements, Tasmania’s official tourism body is calling for agencies to take part in a pitch process for its creative account.

This week, Tourism Tasmania has called a statutory review, asking agencies to deliver creative ideas and methods to promote Tasmania as a tourism destination, to develop strategic brand positioning, campaign creative and support with strategic brand guardianship, and to help the brand connect with travellers emotionally and culturally with the state, to drive visitation.

The incumbent, BMF, has held the account since 2019, after winning the last tender. More than 60 agencies responded to the tender, which opened in October 2018.

The tourism body’s long standing ‘Come Down For Air’ brand platform was developed during BMF’s pitch for the account, and came to life upon its launch in 2019.

“When we first saw the ‘Tasmania. Come down for air’ idea during the pitch process, it felt special – like the place itself. After the last few months, working with the Tourism Tasmania team on the launch, it has felt even more true to the essence of Tassie and the effect it has on the human spirit,” Stephen McArdle, then managing director and now CEO of the agency, said at the time.

The brand platform and campaigns have gone on to win multiple awards, both locally and globally, including at the Mumbrella Travel Awards, Effies, Spikes and AWARDS.

The contract will be structured as an initial three-year deal commencing in February 2025, with options for two further two-year extensions.

The successful agency will with closely with Tourism Tasmania to “deliver a creative marketing program that sets the state apart in a competitive national and international destination marketing sector”.

Submissions close August 1, at 2pm.

Mumbrella has contacted Tourism Tasmania and BMF for further comment.


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