Tourism Tasmania launches new ‘Come Down for Air’ campaign via BMF, Starcom and Orchard

Tourism Tasmania has launched a new campaign in partnership with agencies BMF, Starcom and Orchard. The campaign follows the award-winning Off Season winter campaign, which won Gold and Silver earlier this month at the Australian Effie Awards.

Come Down For Air is a meaningful invitation for Australians to find their own space and calm in Tasmania, with the latest campaign injecting a uniquely Tasmanian perspective into busy urban life on the ‘mainland’.

Continuing the Tasmanian brand’s departure from traditional tourism marketing, the fourth iteration of its long-standing campaign strives to deliver ‘air’ to audiences more effectively and in more places, building a deeper emotional connection to Tasmania. The media buy combines strategic partnerships with dynamic ad placements contextualising Tasmania’s unique brand offering.

Says Sarah Clark, CEO, Tourism Tasmania: “In Tasmania, vast natural landscapes sit alongside top-notch arts, culture, and culinary experiences. By leveraging this Tasmanian experience, we want people to realise they can find their own ‘air’ on a holiday in Tasmania – whether that includes stargazing, cheese tasting or mountain hiking. The brief to the agencies was to ensure the campaign builds the brand’s storytelling, representing Tasmania’s nature, wildlife, history, heritage, food drink, arts, culture and people.”

Says Mina Savjak, business director at Starcom: “The role of paid media was to contextualise the different aspects of “Air” for consumers and deepen the emotional connection with Tasmania through cultural immersion. This year we engaged two new partners The Guardian and ARN/iHeart’s The Imperfects, both well versed in driving cultural discourse, to tap into relevant moments. A bespoke podcast episode, filmed in Tasmania’s open air as well as immersive video and written and social content will showcase not only what Tasmania has to offer over the summer months but what it stands for as a brand when it comes to making a positive impact. This robust content plan is supported by contextual OOH placements and impactful dynamic executions that will bring to life the different aspects of Tasmanian “air” at times when consumers will be most receptive: travelling on busy traffic arterials, crowded train stations, inside gyms and office buildings.”

Says Rees Steel, creative director, BMF: “Tasmania’s beauty and irreverence are always a welcome breath of air, but as the year comes to a chaotic end, it feels like mainlanders have really earned a reprieve. We’re looking forward to showing up in new places with ‘Come Down For Air’ and helping everyone to unclench just a little. Maybe even with a cold glass of something.”

The campaign is further supported through personalised website experiences and retargeting strategy on paid and owned channels, delivered by Orchard Marketing.

Says Mikaela Crimmins, chief strategy officer, Orchard: “There’s so much to experience in Tassie. We wanted the digital experience to show you what you love based on your interests and where you’ve been. From the first click, you’ll get a taste of Tassie’s charm and the ability to effortlessly explore – holiday planning should be stress free after all and that’s what we’re aiming for, a moment to catch your breath and seamlessly move from dreaming to doing. This is all powered by content intelligence, ensuring that our campaign not only captivates potential travellers but converts them into on-the-ground travellers too, and return visitors, if we’re lucky!”

Come Down for Air will be in Australian markets from 23 October 2023 until 31 March 2024.

The Come Down For Air brand platform was first launched in 2019 and has been instrumental in setting Tasmania apart in destination marketing.

Client: Tourism Tasmania
Creative agency: BMF
Media agency: Starcom
Digital agency: Orchard Marketing