Tourism Tasmania builds on success of ‘Come Down For Air’ platform in new work via BMF
Tourism Tasmania’s long-term brand platform Come Down For Air encourages Australians to find their own space and calm, emphasising the contrast between the fast pace of ‘mainland’ life and the slower, more mindful pace of the island state. Created in partnership with BMF, Starcom, and Orchard, the latest instalment from the multiaward-winning platform features new executions that hero Tasmania’s unique landscapes and way of life.
Lindene Cleary, Chief Marketing Officer at Tourism Tasmania, said: “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,” said Cleary.
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). 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, said: “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, said: “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 campaign will lead with a TVC across Australian markets and will also feature contextual outdoor placements, online video, on-demand content, and Meta and TikTok from September 2024 to March 2025.
Client: Tourism Tasmania
Creative agency: BMF
Media agency: Starcom
Digital agency: Orchard Marketing
5 Comments
Very intelligent writing. Shame the creatives aren’t included on this release, but excellent work for all those involved!
credit the photographer.. simples
Imagine putting the account up for pitch when you have a 10/10 platform and consistently great work against it. Also, the “It’s not always this busy” ad is great, well done to the team that made it.
Good question, I to would like to know. Maybe they aren’t meeting visitation objectives? Or it’s just a mandatory review?
These ads do a fantastic job and have tempted me with a much needed relaxing holiday.
I just wonder if they have the media buy necessary to take full advantage of their potential effectiveness.
If not, perhaps they should be going down a more earned path. I’m not sure if BMF has that in their wheelhouse but all creativity is the same so I’d still back them to achieve it.
Keep up the good work!
They’re a government body so the pitch was a tender for creative agency services, i.e., written into the contract