Tourism Tasmania and BMF have been making Tasmania the place to Come Down for Air since 2019, a very timely campaign idea given what the rest of Australia has been going through.
Their new campaign reminds Aussies to actually have a holiday when they’re on holiday in Tasmania this summer, seizing the opportunity to promote the unique feature of Tasmania – its natural beauty and calm – and a subtle tie-in with the urgings of the wellbeing movement.
The campaign, which is running across TV, cinema, social, audio, OOH, print, and display executions, highlights the intensity of how it feels to be both geographically and culturally remote from the modern mainland life during the Tasmanian summer.
John Fitzgerald, chief executive officer, Tourism Tasmania, stated, “After a period of COVID lockdowns and interrupted travel, the constraints of modern-day life feel even tighter than they did before, with our lives revolving around an endless drive to do and achieve. We are inviting Aussies to come and experience a holiday where it’s okay to do nothing, or everything, without any judgement. To take a break from the stressors of everyday life, and to experience the little moments of mindfulness and joy in Tassie, whatever that looks like for you.”
David Fraser, creative director, BMF, added, “A decent nap, or a moment to ponder, is an elusive thing. And the way many of us mainlanders wear ‘busy’ as a badge of honour doesn’t help. Inviting people to Tassie to do a whole lot less this summer felt like a compelling antidote to this endless drive, and it’s a lovely spot to have a few cheese dreams.”
Credits:
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: David Fraser
Associate Creative Directors: Casey Schweikert & Rees Steel
Copywriter: Michael Dawson
Head of Art & Design: Lincoln Grice
Designer: Matty Hughes
Chief Strategy Officer: Christina Aventi
Group Planning Director: Thomasine Burnap
Chief Executive Officer: Stephen McArdle
General Manager: Richard Woods & Aisling Colley
Group Account Director: Edward Hughes
Account Director: Claire Emery
Account Executive: Jac Hasler
Project Manager: Amy Kokotas
TV Producer: Esta Lau
Integrated Producer: Basir Salleh
Retoucher: Angus Whalan
Content Producer: Holly Whiteley
Editor: Al Moore
Digital Lead: Sam Elliott
Digital Developer: King Tan
Creative Services Director: Clare Yardley
Production Director: Karen Liddle
Finished Artists: Catarina Durado, Stacey Harrad Chantler & Holly Jones
PR: Abigail Dawson & Elliott Holohan
Director: Christopher Riggert
TV Production Company: Finch
Managing Director: Corey Esse
Executive Producer: Loren Bradley
Production Producer: Catherine Anderson
DOP: Sam Chiplin
Editor: Johanna Scott
Sound Production: Rumble Studios
Photographer: Lilli Waters
Production Company: Sam I Am
Executive Producer: Rich Cole
Videographer: Rob Harrison
