Tasmania is inviting travellers to Come Down For Air, with a new ‘anti-ordinary’ brand campaign. Tourism Tasmania launched its new brand platform on Sunday evening by sharing sixty-seconds of calm across the national television broadcast with viewers on the Australian eastern seaboard.
Tasmania – Come Down for Air teases the notion of ‘coming up for air’. The campaign presents Tasmania as the antidote to today’s cultural tension offering the space and freedom to just simply, breathe.
“Come Down for Air represents Tasmania’s place and people. We’ve come a long way – we’re quietly confident and have no need to boast. This new brand platform speaks to who we are as Tasmanians now and invites Australians to experience a slice of our way of living, for a day, a week or even longer.” Emma Terry, Chief Marketing Officer of the state tourism body says.
The integrated campaign was delivered by Tourism Tasmania in collaboration with lead creative agency, BMF and digital creative agency, Clemenger BBDO Sydney with the media buying strategy by Initiative Media.
Come Down For Air celebrates the joys of non-conformity by capturing truly Tasmanian moments in time. The creative expression shows that Tasmania is no ordinary place and Tasmanians are no ordinary people. Moments captured include the refreshing joy of scaling a rugged mountain, the simple pleasures and ironic delicacy of a scallop pie, the friskiness of a crisp morning dip, and the innovative methodology of a local whisky maker.
The refreshed look and feel will be shared with domestic and international audiences in three separate bursts of marketing activity over the next six months.
The campaign includes advertising on television, radio, cinema, social media, and digital channels. Tasmania – Come Down for Air will also be showcased on billboards, in airport lounges, railway stations, office lobbies, elevator screens and on street furniture.
The new brand platform will continue to set Tasmania apart from competitors in the national and global tourism marketplace in a uniquely Tasmanian way.
Take a moment to pause and reconnect with Tasmania, follow the links below.
- Watch here: 2019 Brand Campaign | Come Down For Air (Tourism Tasmania)
- View campaign creative here: 2019 Brand Campaign Creative Executions | Come Down For Air (Tourism Tasmania)
- For future travellers to Tasmania visit www.discovertasmania.com.au/air
- For further background and corporate information visit www.tourismtasmania.com.au/marketing/brand-launch
.jpg){kind=tracking}