Tourism Tasmania has appointed BMF Australia as lead creative agency following a competitive tender process.

The appointment builds on a successful partnership and involves the continuation of Tourism Tasmania’s long-term brand platform, Come Down For Air, and winter Campaign, Off Season.

Sarah Clark, CEO Tourism Tasmania, says the tender process was competitive, “We were incredibly impressed by the calibre of talent, amount of effort and professionalism among all applicants, demonstrating a strong and competitive creative industry in Australia.

“BMF showed an exceptional ability to align with our vision to connect people culturally and emotionally with Tasmania. We are excited to continue to work together in setting Tasmania apart from other destinations.”

BMF CEO, Stephen McArdle, added, “It is a privilege to work with a client that shares our commitment to creativity, and we’re excited to build on the incredible success we’ve already achieved together. We can’t wait to create more work that highlights the distinctiveness and beauty of Tasmania.”

Over the past five years, Tourism Tasmania’s brand platform, Come Down For Air, and winter campaign The Off Season have won significant recognition. Both campaigns have earned prestigious industry accolades, including a Gold Effie for Strategy and Insights in 2023 and Silver Effie for Long-Term Effects in 2024.

Meanwhile McCain has begun a pitch process.with Cummins & Partners the incumbent. The agency won the business in 2017 from TBWA\Melbourne. Before that, the account was held in the hands of Ogilvy for 25 years.

Optus is also involved in a creative pitch as its media review draws close to a conclusion. Optus conducts regular reviews of its agencies every three years. M&C Saatchi’s specialist Optus team, Yes Agency, and independent agency, Emotive, are among the incumbents.

Emotive has been very busy for Optus during its partnership with the telco:

Special Group has been managing the Optus creative account in New Zealand.