Traditional tourism campaigns use excitement as a lure, promising a plethora of things to do, see and eat. BMF and Tourism Tasmania have read the mood of the moment to gain success with a promise of the opposite – peacefulness, a slower pace and calm.
Their Come Down for Air platform emphasises the contrast between the fast pace of ‘mainland’ life and the slower, more mindful pace of the island state. The latest Tourism Tasmania instalment, by BMF, Orchard Starcom features new executions that hero Tasmania’s unique landscapes and way of life.
Lindene Cleary, chief marketing officer at Tourism Tasmania, commented, “As the sixth iteration of Come Down For Air, this campaign continues to build on the solid foundation we established in 2019. The platform has consistently delivered strong results – it has increased awareness of Tasmania
as the antidote to the stressors of modern life, and as one of Australia’s most desired and different holiday destinations.
“Brand longevity is key in today’s competitive travel market. Come Down For Air allows Tasmania to stand out with our distinctive storytelling approach, helping us stay top of mind when Australians are ready to plan their next holiday. By maintaining this long-term approach, we’re able to
reinforce Tasmania’s point of difference and drive measurable business outcomes over time.”
Tasmania is now ranked as the most unique of all Australian destinations, with awareness of Tasmania as a holiday destination increasing by 10% since the brand platform launched (Source: Tourism Information Monitor Q2 2024). And earlier this year, Tourism Tasmania was shortlisted for an
Australian Effie Award, adding to a string of awards and nominations since launching the Come Down For Air brand platform.
Thomasine Burnap, group planning director, BMF, stated, “Come Down For Air is a long idea and the key to maintaining its success is creating the right blend of fresh and familiar. To do this, consistency is imperative and comes from leveraging the distinctive assets and experiences that
are true to the brand, but equally, new insights and elements are important in maintaining the interest of our audience and being able to cut-through.”
David Fraser, executive creative director, BMF, added, “Come Down For Air has proven itself as a timeless platform. Timeliness has also helped keep it fresh and insightful. And having an array of lovable furry critters to show off doesn’t hurt either.”
The new campaign leads with a TVC across Australia supported by contextual OOH, online video, on-demand content, plus placements in Meta and TikTok until March 2025.
Credits
Client: Tourism Tasmania
Creative agency: BMF
Media Agency: Starcom
Digital Agency: Orchard Marketing
