Tourism Tasmania & BMF Unveil Latest Iteration Of Its “Come Down For Air” Campaign

Tourism Tasmania & BMF Unveil Latest Iteration Of Its “Come Down For Air” Campaign

Tourism Tasmania has launched a new campaign to remind Aussies to actually have a holiday when they’re on holiday in Tasmania this summer.

Created by BMF, the campaign forms part of Tourism Tasmania’s long-standing brand platform “Come Down for Air” which initially launched in 2019.

Brought to life through a series of TV, cinema, social, audio, OOH, print, and display executions, the campaign 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, CEO, Tourism Tasmania said: “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.”

CREDIT LIST:

 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

CEO: 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

Production Director: Karen Liddle

Finished Artist: Catarina Durado

Finished Artist: Stacey Harrad Chantler

Finished Artist: Holly Jones

PR: Abigail Dawson & Elliott Holohan

Production: 

Director: Christopher Riggert

TV Production Company: Finch

Finch Managing Director: Corey Esse

Finch Executive Producer: Loren Bradley

Finch 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

Client: Tourism Tasmania




Please login with linkedin to comment

BMF Tourism Australia

Latest News

New Business Wins For We Scout
  • Marketing

New Business Wins For We Scout

Indie comms agency We Scout announces new business wins. Well, you'd hardly announce new business losses, would you?

Oceania map with connection networks.
  • Media

Zenith Wins Superloop’s Media

The Zenith Christmas party set to be a wholly more bawdy, jolly soirée after agency nabs end-of-year win.

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
  • Media

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC

Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
  • Advertising

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor

Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
  • Technology

OMG’s Annalect First To Get Meta’s Advanced Analytics

Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
  • Technology

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably

WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]