Most tourism ads shout about all the exciting, all-go things to see, do and state in their destinations. That’s not the appeal of Tasmania. And BMF has made Tasmania’s real appeal the hero in its campaign for Tourism Tasmania.
That appeal is escape. Escape from the all-go. The campaign invites people to Come Down for Air.
And the way that BMF deliver that message is an escape from all-go in itself – each film is a single moment of peaceful reflective enjoyment perfectly captured by Finch’s Christopher Riggert. Watch these ads and restore your soul:
John Fitzgerald, chief executive officer, Tourism Tasmania, commented, “Amid the clutter of a busy, shouty ad break – we wanted to create an island of calm that helps transport Australians to that feeling of Tasmania. We believe we have created a unique brand narrative that brings Tasmania to life and showcases what makes it unique as a top travel destination.”
Emma Terry, chief marketing officer, Tourism Tasmania, added, “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.”
Alex Derwin, BMF Executive Creative Director, explained, “As soon as you step off the plane in Tassie, you get a blast of pure, clean air. Your lung capacity magically improves and the knots in your shoulders disappear. It really does return you to a more human state. The Come Down For Air platform gives us the chance to capture and recreate this feeling across multiple channels and in multiple markets.”
Stephen McArdle, BMF managing director, added, “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.”
The full campaign includes TV supported by radio, print, outdoor and online to position Tasmania as a unique destination for travellers who need a break from the stresses of modern life. The brand idea was brought to life digitally by Clemenger BBDO Sydney, and media buying by Initiative.
Clemenger BBDO Sydney creative director, Brendan Willenberg, added, Come Down for Air is a brand thought with unlimited potential in the digital environment. With over 100 individual pieces of creative, it was great to partner with BMF to create an immersive ecosystem. The digital creative builds on the feeling of what it is like to be in Tasmania by surfacing a range of uniquely Tasmanian moments potential visitors can be part of on the island.”
Credits:
Client: Tourism Tasmania
Chief Executive Officer: John Fitzgerald
Chief Marketing Officer: Emma Terry
Head of Brand & Content: Lindene Cleary
Brand Creative Manager: Chanel Paratt
Brand Project Officer: Felicity Williams
Creative Agency: BMF
Executive Creative Director: Alex Derwin
Creative Director: David Fraser
Art Directors: Jane Tjokrowidjaja & Ben Alden,
Copywriters: James Sexton, Michael Dawson, Justin Butler & Lisa Down
Designers: Lincoln Grice, Fiona McLeod & Caroline Gilroy
Planning: David Warren and Thomasine Burnap
Managing Director: Stephen McArdle
General Manager: Paul Coles
Group Account Director: Edward Hughes
Account Director: Stefania Barry
Senior Account Manager: Peggy Wong
Account Manager: Adam Reeves
Agency Producer: Emma Friend
Production Company: Finch
Director: Christopher Riggert
Executive Producer: Loren Bradley
Producer: Helen Morahan
DoP: Garry Philips
Post Production: Atticus
Online Artist: Drew Downes
Post Production Executive Producer: Amelia Bromley
Editor: Bernard Garry @ The Editors
Photographer: Adam Gibson
Art Buyer: Basir Saleh
Creative Services Director: Clare Yardley
Print Production: Karen Liddle and Jane Winnick
Music & Sound Production: Rumble Studios
Digital Agency: Clemenger BBDO Sydney
Chief Creative Officer: Ben Coulson
Creative Director: Brendan Willenberg
Art Director: Ollie Beeston
Writer: James Beswick
Digital Designer: Alex Kidd
Head of CX: Jade Clark
Planner Director: Rob Harding-Smith
Senior Account Manager: Bella Timar
Head of Production: Denise McKeon
Interactive Executive Producer: Claire Bisset
Front End Developer: Jay Young
Retoucher: Giles Davies
Director (Flare): Robin Sung
Senior Editor Online (Flare): Jess Morgan
Sound Designer (Flare): Robbie Balatincz
Producer (Flare): Kirstin Lees
Media Agency: Initiative