Tourism Tasmania invites Aussies to ‘come down for air’ in new campaign via BMF + Clems Sydney
Tourism Tasmania is relaunching its brand with a campaign via BMF and Clemenger BBDO Sydney, that calls on Australians to break free from the stresses of modern life and feel more human again; an opportunity to breathe in the incredible nature, the thriving culture, or simply reconnect with yourself. An invitation to ‘Come Down for Air’.
Says John Fitzgerald, chief executive officer, Tourism Tasmania: “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.”
Says Emma Terry, chief marketing officer, Tourism Tasmania: “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.”
Says Alex Derwin, executive creative director, BMF: “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. Working with Tourism Tasmania is a huge creative opportunity, and we’re excited for the collaborations to come.”
Says Stephen McArdle, managing director, BMF: “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 TV campaign is one piece of a large integrated campaign, 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.
Says Brendan Willenberg, creative director, Clemenger BBDO Sydney: “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.”
Says Sarah James, managing director of media agency Initiative Melbourne: “Initiative has been working with Tourism Tasmania for five years and we are thrilled to partner with them on this new brand strategy. We are targeting mainland audiences that are consumed by their own ‘chaotic’ work and personal lifestyles and reaching them through the ‘chaotic’ media they consume. We want to attract their attention to the peace and simplicity of taking time to come down for air in Tasmania as a rewind and reset for everyday life.”
Client: Tourism Tasmania
Chief Executive Officer: John Fitzgerald
Chief Marketing Officer: Emma Terry
Head of Brand & Content: Lindene Cleary
Brand Creative Manager: Chanel Parratt
Brand Project Officer: Felicity Williams
Creative Agency: BMF
Executive Creative Director: Alex Derwin
Creative Director: David Fraser
Art Director: Jane Tjokrowidjaja and Ben Alden,
Copywriter: James Sexton, Michael Dawson, Justin Butler and Lisa Down
Designer: Lincoln Grice, Fiona McLeod and 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
Director: Christopher Riggert
Production Company: FINCH
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
Retoucher: Evie Hilliar
Art Buyer: Basir Saleh
Creative Services Director: Clare Yardley
Print Production: Karen Liddle and Jane Winnick
Music & Sound Production: Rumble Studios
Casting: Stevie Ray CGA
Digital Agency: Clemenger BBDO Sydney
CCO: 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
65 Comments
Come Down for Air is a great line!
But that headline font runs the whole ad.
Love this. Great work all.
Love it. Genuinely.
Saw it yesterday on a tram stop and actually stopped to take a photo of it. (bit tragic I know)
1 min??? Who has time for this s**t.
We’ve already talked about this Will…
Is almost as good as the work itself.
As someone that goes to Tassie quite a bit, that line nails it.
And nice shots Gibbo.
He should’ve gone to Tassie!
He had the time and creative freedom to make an ad as good as this
That’s a long way for a scallop pie…
Clean and beautiful, just like Tassie. & that line.
well done.
Line is really good.
Work is bland. Reminds of why I don’t want to go to Tassy because it looks miserable.
Brilliant work to BMF and Clems. This is how you do travel advertising.
Sometimes a line just does it.
Great line letdown by mediocre af direction.
How did the kerning on ‘Bay of Fires’ get through?
The space between the A and Y is bigger than Bass Strait.
It feels like something bad is about to happen…again
such a wasted opportunity BMF
such bland visuals, bland predictable stock photography
stop leaning on MONA
so many amazing textures and feelings that could have been explored if not for laziness
better luck next time.
Please stop pulling your own member BBDO..
It took 2 agencies to make one Ad.
What the f(*k is an immersive ecosystem?
#adwank at its finest.
I think that’s just personal taste you’re referring too… they’re not exactly gonna advertise tropical beaches. I personally like the quiet cold and miserable rain… so it appeals to people like me.
I R E A L L Y L I K E I T.
Very nice stuff. Might be just me but I really like the open kerning to the convey the idea.
Forgive me for this appraisal, it has not been asked for, but as it combines my personal interest and my profession, it made doing so irresistible.
‘Come down for air’ is an excellent line.
It allows the brand to own a ‘breath of fresh air’ both literally and metaphorically while geographically anchoring it.
Which means it can be depicted both environmentally and behaviourally, revealing many of Tasmania’s felicitous eccentricities over time.
Congratulations to BMF, Clemenger and Tourism Tasmania for it.
The production values are high and the lighting, seductively atmospheric.
Congratulations FINCH.
A few thoughts on the work:
I would’ve sought to bring the elegant, understated wit of ‘Come Down For Air’ through the scriptwriting (‘Bay of Fires’ successfully does this) and then as a result, have it guide the choice of voice-over talent. And indeed, in print too. The headlines tonally clash with both the imagery and the line. Are headlines required at all? I would consider letting the shots speak in unison with the tag line.
The word ‘Tasmania’ doesn’t have the appearance that it has been set by a typographer. It may well have been, but I’d be looking to craft it a little more.
One last thing, I suspect the Solstice Swim shot has been retouched to conceal botty-cracks. I would’ve preferred it to be a little more honest, like the island itself.
Now should you wish to debate this with me, feel free to do it here but better still, stop me in the street in Hobart. Because I’ll be coming down for air from Singapore, this weekend.
The writing on these is lovely. The laconic voice and slow moves definitely paint Tasmania into a corner but it’s obviously the corner they want to be in.
PS. ‘Immersive ecosystem’ really is an awful quote.
V strong indeed
compressed and baked into a potato.
Increase the bit rate. This looks like it was made 15 years ago.
Around the same time your career hit its ‘peak’?
Brutal in its simplicity, and some well spoken words. I like it.
Well done all involved…
“Come Down For Air” is a beautiful, unique – and potentially iconic – platform.
A good line. Spots ruined by pretentious attempts at poetry in the voice-overs. Less would have been more. Or to put it another way: a bit more air.
Love.
Lovely. Great line.
Great stuff, looks like iti took an insight from the place itself rather than the lives of the people they’re trying to attract. Integrity, gotta love it.
Loved this idea from the second I saw it. As a Tasmanian I felt the truth in it, and early reactions are that my fellow Taswegians are claiming it too. Creating something a whole state can rally around is not easy. Like ‘Keep Portland Weird’, this does. And like every other creative on here, I’m already writing executions to it in my brain – and that’s always the mark of a great platform. Well done Derwin, Steve and the whole crew at BMF. You’ve done Tassie proud.
Nice. The ads have the same healing qualities as the destination.
aldi for tassie.
Fly to Tassie to sit in your car in the rain!
You’ve sold me. Where do I sign up!
Great line. Nice campaign. But. 4 companies to create 1 campaign? Really? No wonder we are all going broke. And no wonder the client is happy.
Nice one Alex 🙂
https://type.method.ac/
Absolutely love it.
Perfect timing as I need a reference ad to show to a client that doesn’t involve wall to wall V/O.
Only quibble: Alberta. Remember to breathe.
But it’s a very very minor petty quibble. Champagne all round…
…two agencies and 50+ to tell us to sit in a car in the rain and be wet and cold… hmm, nah. I’ll stick to the Goldie.
Beautifully crafted. Congrats to all involved.
I think the VO is the only thing that annoys me. Same Aussie VO. Sounds a bit creepy.
Really love the line, print executions of most of the TV. Didn’t get the VO choice at first but after a while it made sense. The writing is great.
But… The first I saw of this campaign was the scollop TVC, which is easily the worst out of all the collateral. A real shame. I get the vibe and mood they were going for but for most, it isn’t appealing.
Interesting direction by Tasmania – I’m keen to understand how this will resonate into international markets as some of the commentary won’t translate well. It’s also starting to creep into the NZ ‘100% Pure’ space. Domestically, I can see it working well into Sydney and Melbourne markets.
oh shit…… I just woke up…..fell asleep watching. this IS the worst thing that I have seen this year. money was wasted on sending a full crew to Tasmania to shoot the worlds most boring ads. Interesting that there aren’t any negative comments – being edited?
Love these, very jealous. Well done BMF. Rivets all round!
Rivets all round indeed!
pretentious, cold, uninspiring. will make people stay away.
misses the welcoming spirit of tasmania.
this makes it feel foreboding
although got me engaged to comment so i guess thats good.
If you’re the type of tacky, mindless prick that wants to go to the Goldy, then go.
This isn’t for you.
These spots remind me of my time away from the crowds in New Zealand.
So, job done. I’m keen to go to Tassie again.
Wrong. Makes ME want to go, and Ive never been. I like the crisp, fresh, slightly cold and surreal mood these Tassie ads have nailed, and plenty of other people will too.
yawn … not here though. I love Tasmania and have been there a lot. These are dull and expensive pretension. Nothing like TAS at all.
this is exactly the problem. lazy predicate tropes played on again and again.
bye Sydney
Beautiful line, best I’ve seen in a long time. The VO could’ve been a tad more witty, but hey.
Best tourism campaign I’ve seen in a long time and beautifully crafted. Love it.
How much more of the MONA effect can creatives rip from and appropriate.
Tasmania stands for so much more than dark brooding EVERYTHING !!!!!
Its so obviously a Sydney creative team who did a weekend research field trip to Hobart and visited the luxe locations and psuedo big city attractions like MONA , and a bunch of distilleries and restaurants that help them feel comfortable like they are still in Melbourne and Sydney.
Is there no such thing as an authentic experience anymore? Tasmania has so much more to offer. Its not all dark MOFO and rain down there. Do your job properly and live the experience before you interpret it and feed it back to us in the same manner that all agencies do when they get this account.
TASMANIA has sunshine and it doesn’t need this croaky creepy paedo VO to keep it in line with every other god dam tourism ad in this country.
What a wasted opportunity BMF, BBDO etc etc etc etc etc.
we want raw real #authentic Tassie……but lets make sure theres no single piece of a human body that resembles nudity . Lets retouch the shit out of everything and grade the life out of it. And whatever happens dont show any ass. #thenannystate # adworld
On the whole a solid campaign. The font choice places the emphasis on the content of the images / footage (which are excellent). Good job avoiding the usual saturated coverage of Three Capes and Wine Glass Bay etc. The campaign is at its best when it speaks to some of the unique places / experiences that might be unfamiliar to out of state travellers. MONA is a juggernaut with it’s shrewd own marketing approach. I’m not sure it’s served well, re-presented in this context. Tag lines are a poison chalice in Australian tourism marketing (‘Where the bloody hell are ya’ and ‘Yo, way to go’) and this one, well, at least it doesn’t suck. The voice over hints at a joke that never quite arrives, it might get annoying after the third listen.
Miller High Life did it better. Errol Morris did it with sharper writing and at the time a very unexpected VO. This is just a lamer version of it. Again Australian creatives not doing something new.
What an enviable line. Congratulations to whoever wrote it.
Dumb Ways to Die.
The world’s most awarded advertising campaign, ever.
Made in Melbourne, Australia.
And we still hold the ashes.
Enjoy your long winter.
Knicker elastic..to be honest despite great cinamatography i believe the ads to be unappealing due to poor scripting and a voice over that is nothing short of an advert for bunnings..
They are poor and do not do justice.
Knicker elastic..to be honest despite great cinamatography i believe the ads to be unappealing due to poor scripting and a voice over that is nothing short of an advert for bunnings..
They do not do justice to a world heritage destination