Tourism Tasmania Invites Aussies To ‘Come Down For Air’ In Campaign Via BMF

Tourism Tasmania Invites Aussies To ‘Come Down For Air’ In Campaign Via BMF

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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BMF Tourism Tasmania

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