Tourism Tasmania has relaunched its brand with a campaign that calls on Australians to break free from the stresses of modern life with an invitation to ‘Come Down for Air’.
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.
Tourism Tasmania CEO John Fitzgerald said: “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.”
Tourism Tasmania CMOEmma Terry 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.”
BMF ECD Alex Derwin said: “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.”
BMF MD Stephen McArdle 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 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.”
Initiative Melbourne MD Sarah James said: “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 Paratt
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
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
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
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