tourism tasmania advertising campaign

Jeremy Rockliff

Premier of tasmania, 14 october 2019 will hodgman, premier & minister for tourism, tasmania – come down for air campaign launched.

Tourism is one of Tasmania’s greatest competive strengths, and to plan for future growth in this important sector it’s time to refresh our marketing brand.

The new campaign, Tasmania – Come Down For Air positions our state as the antidote to the stresses of modern life and shows potential visitors there are better ways of living – even if it’s just a holiday.

This new campaign will again set Tasmania apart from the pack.

Our tourism industry is stronger than ever before, employing around 42,800 Tasmanians – about 17 per cent of our total employment, which is the highest level of any state in Australia.

Deloitte Access forecasts visitor spending could more than double to $5 billion a year, with 5,000 to 10,000 more tourism jobs created by 2030.

We all know we live in the best state in Australia, and since the launch of the Go Behind the Scenery brand in 2013, we’ve successfully spread that message across Australia and around the world. But now is not the time to take our foot off the accelerator.

The Tasmanian Liberal Government is committed to boosting visitation in regional areas to ensure even more Tasmanians benefit from our strong economy, with the new campaign showcasing places like Kempton, Ben Lomond, Stanley, Burnie and Hastings Caves.

Tasmania – Come Down For Air was launched last night to audiences in Sydney, Melbourne and other key domestic marketplaces, with a synchronised launch of one of our new television ads appearing at the same time on all commercial TV stations.

For more information about the Tasmania – Come Down For Air campaign, visit www.tourismtasmania.com.au/marketing/brand-launch

More Media Releases from Will Hodgman

• Latest News
• Indigenous affairs
• Political commentary
• Agribusiness
• Financial Services
• The Growth Agenda
• Harvard Business Review
• Latest news
• Legal Affairs
• Margin Call
• Mining & Energy
• Small Business
• The New Green Economy
• The Wall Street Journal
• Trading Day
• Feeding the chooks
• Combat Sport
• Horse Racing
• Rugby Union
• The List 100 Arts & Culture
• Visual Arts
• Luxury & Lifestyle
• Food & Drink
• The List: VL50
• Halliday’s Top 100 wines
• Top 20 beers
• Top 15 spirits
• Flight Reviews
• Higher Education
• Today’s Paper
• Our journalists
• The Australian Wine
• Subscription Help

Hi there , welcome to your account and your subscriber benefits

• The Australian Plus benefits
• The Australian app
• Newsletters
• My comments
• Saved stories
• growth agenda

Share this article

Tourism tasmania’s marketing campaign attracts visitors, boosts local economy.

By kate racovolis

• Updated 10:48AM August 15, 2023 , First published at 3:30PM August 13, 2023

A growing number of travellers are choosing the island state of Tasmania for a holiday, and are spending more during their visit, according to new figures from Tourism Tasmania.

A key contributing factor to this uptick includes the effects of an advertising campaign for Tourism Tasmania titled “Come Down For Air”, which has appeared on a wide range of channels from screens to outdoor ad placements over the past three years.

In FY23, Roy Morgan Tasmanian Visitor Survey (TVS) data shows Tourism Tasmania recorded nearly 1.28 million visitors, which represents an increase of 60.5 per cent compared to the previous year.

The organisation also tracks visitor spend as a measure of success – which tallies the amount visitors spend in Tasmania during their stay.

Total visitor spend for FY23 totalled $3.854 billion, up 52 per cent on the calendar year 2019. In the month of June 2023 alone, total visitor spend reached $160.6 million, representing an increase of 51 per cent compared to June 2019.

Tourism Tasmania chief marketing officer Lindene Cleary attributes this surge to pent-up demand for travel post-lockdown, the strength of the brand that has been built over the years and the way people are feeling, who “want to get out and feel something more meaningful than the daily grind”, she said.

This is a sentiment that guided the creative approach for the campaign, and it is clearly resonating with the domestic – and increasingly international – audience it targets.

In recent years, Tourism Tasmania has invested in brand marketing and advertising to communicate its natural beauty, culinary, lifestyle and cultural attractions year-round.

The campaign’s long-term effects are also demonstrating growth in brand strength.

To measure success, Tourism Tasmania uses an accredited, qualitative brand equity measurement system from marketing data and insights firm, Kantar. It tracks “total brand communication awareness”, and ranked Tourism Tasmania third among all state tourism organisations.

“That makes us very proud in terms of cut-through because we just don’t have the same budgets as the bigger states or international destinations,” Ms Cleary said.

First launched in 2019, the campaign has retained its relevance through a series of consecutive events that have disrupted the travel industry in recent years; including the 2020 bushfire season and the Covid pandemic.

The tourism market that emerged from this fraught landscape – which included months-long Covid-induced border closures in 2020 – was a highly competitive one.

Ms Cleary said that the campaign aimed to cut through the “tourism sea of sameness”.

The campaign came from advertising agency BMF, a creative firm that is known for “long ideas” that aim to build brand and business growth in the long-term.

The campaign uses visually arresting photography of Tasmania’s natural landscape and attractions, such as its undulating mountain ranges. Another advertisement features the renowned Nude Solstice Swim, where every June, thousands of intrepid swimmers go for a dip in the icy cold water of Hobart’s River Derwent.

The campaign was designed to appeal to a range of audiences, from the stressed-out masses seeking relaxation, to curious culturalists, and food and wine lovers.

Co-executive creative director at BMF, David Fraser told The Growth Agenda he puts the long-term effectiveness of the campaign down to a few key factors, including the universal appeal of “Come Down for Air”, and the rigour with which it was tested in other locations, to ensure it was unique to both the local market and different to other tourism campaigns.

He said: “Maybe the ‘air’ you need is to go to a concert in some tiny little speak-easy and party the night away. We realised there are many kinds of ‘air’ for different people and that gave (the campaign) the depth.”

But even timeless, “long ideas” still require change and evolution.

The idea has also given life to other iterations, including the Off Season campaign, designed to attract visitors in winter months and support local businesses, and most recently “Off Cuts”, a fashion collaboration with sustainable fashion designer Noah Johnson.

Like the creative direction for the brand’s platform, the Off Season campaign is restrained, minimalist and often directs the viewer’s attention to surprising, singular moments.

In one scene, a group of people dance around a bonfire. In another, abstract, inflatable figures move gently in the wind, and finally, a swimmer emerges refreshed from a (presumably) cold lake, filmed in slow motion.

At a local level, the campaign has also helped galvanise Tasmanian businesses that benefit from tourism, as a campaign that is “really authentic and meaningful” to them, according to Ms Cleary.

“The idea of the Off Season is something for industry to work towards and aim to thrive throughout the cooler months, rather than just surviving,” she said.

In the winter months, a black and white treatment is applied to images and videos for the Off-Season campaign – a distinct step-change from the often colour-saturated imagery associated with many tourism campaigns. It also offers a contrast, in winter months, to campaigns that often draw travellers to sun-drenched locations.

“Everywhere is trying to get you to go there. In travel marketing, we have got to raise our game more and more every few months just to stay ahead of the pack,” Mr Fraser said.

As the campaign continues, and its longer-term effects are materialising, both Mr Fraser and Ms Cleary said that it could continue to evolve further.

“Now that they have established who they are and the platform really well, I think now it‘s about showing up in surprising places,” added Mr Fraser.

“There’s a nice quiet confidence that’s grown from strength to strength over the years with Tasmanians. And I think it’s time to let that shine even more.”

Ms Cleary and Mr Fraser said the campaign aims to communicate a true reflection of Tasmania’s identity.

“When you just stick to the truth, you know what your North Star is. You’re not inventing things and being fake,” Mr Fraser said.

“Being authentic and staying true to yourself helps you be both timely and timeless.”

Kate Racovolis

More on this story

The Australian doesn't play nicely with your current browser.

Please take a moment to upgrade to the latest version.

Internet Explorer

v11 or later

Upgrade now

Latest News

• Industry HQ
• Travel Inspiration
• Sustainability
• All Latest News
• Experiences
• Corporate And Mice
• Destinations
• Accommodation
• All Industry HQ
• Movers & Shakers
• Travel Leaders
• Travel Influencers
• Travel Advisors
• Competitions & Incentives
• Latest Jobs
• All Travel Inspiration
• Travel Deals
• Accessories
• Travel Hacks
• Apps & Gadgets
• Hotels & Resorts
• Luxury Summit
• Advisory Board
• All Sustainability
• Accreditation
• All Level up
• New For You
• Masterclasses
• Road Trip New Zealand
• Road Trip Usa
• If You Seek
• Spotlight On The Usa
• Destination Canada
• Qatar Stopover
• Training Centre
• Event Calendar
• Open Mindset
• All About Us
• Join The Team
• Partner With Us
• Creative Services
• Join The Karryon Collective

Come Down For Air: Tourism Tasmania revives brand awareness campaign for summer

Tourism Tasmania is breathing new life into its successful ' Tasmania – Come Down For Air ' marketing campaign with a new summer 2022/23 iteration that highlights the simple joys of holidaying in Tassie.

Most viewed

One-percenters qld & nsw hotels scoop tripadvisor travellers' choice 2024 awards australia plus global winners, karryon's top 10 stories of the week: catch up on our most-wanted: apr 26, air new zealand reveals new australia fare options; ups la, reduces houston flights, tourism tasmania is breathing new life into its successful ‘ tasmania – come down for air ‘ marketing campaign with a new summer 2022/23 iteration that highlights the simple joys of holidaying in tassie..

The Tourism Tasmania brand awareness campaign will be deployed across busy advertising environments – both online and offline – to deliver an invite to visit the state and take a break from everyday stress and routine.

The campaign ads and videos show a range of adults indulging in, uh, not very much at all in different nature settings.

The campaign highlights simple, joyful and mindful moments of a holiday in Tasmania to show target audiences that they can feel free to do everything or nothing without fear of judgement or guilt in Tassie.

It aims to drive awareness of Tassie as a holiday destination and to stand out in a competitive tourism marketplace.

City life driving you around the bend? Time for a Tassie road trip.⏰ 📍 Wherever the road takes you 📷 @jasoncharleshill & @helloemilie #DiscoverTasmania pic.twitter.com/qQtBWmjSMO — Discover Tasmania (@tasmania) October 24, 2022

Target audiences include mainland Aussies who are looking to explore, encounter new experiences and connect with nature and local producers.

Tourism Tasmania will deliver the campaign through paid media activity on broadcast TV and on-demand, online video, cinema, print, radio, social media and digital ads. It will also feature out-of-home (OOH) advertising, including billboards, street furniture and public transport.

There will be additional content support on the consumer-facing Discover Tasmania website and social media channels.

The ‘Come Down For Air’ summer 2022/23 campaign will be in market until 13 March 2023.  

For more info, head to discovertasmania.com.au

Related stories

World’s first tourist entry fee in venice met with protests, nt round up famil wrap: see australia’s top end from the land, water & sky, unwto expects full rebound of international tourism in 2024; apac currently at 65% recovery, australian travel to japan is up nearly 50% on 2019 – here’s why .

Check in and sign up!

Get all the latest travel news, deals, comps and inspiration.

AdNews Newsletter

Tourism Tasmania's latest installment of 'Come Down For Air' via BMF

Creative Agency: BMF Media Agency: Starcom

A meaningful invitation for Australians to find their own space and calm in Tasmania.

Come Down For Air is a meaningful invitation for Australians to find their own space and calm in Tasmania.

The latest iteration of the campaign by Tourism Tasmania, and delivered in partnership with BMF, Starcom and Orchard, injects a uniquely Tasmanian perspective into busy urban life on the "mainland".

The fourth version of the long-standing campaign strives again to deliver "air" to audiences more effectively and in more places, building a deeper emotional connection.

The media buy combines strategic partnerships with dynamic ad placements contextualising Tasmania’s unique brand offering.

Sarah Clark, CEO of Tourism Tasmania, said vast natural landscapes sit alongside top-notch arts, culture, and culinary experiences in Tasmania.

"By leveraging this Tasmanian experience, we want people to realise they can find their own ‘air’ on a holiday in Tasmania - whether that includes stargazing, cheese tasting or mountain hiking," she said.

"The brief to the agencies was to ensure the campaign builds the brand’s storytelling, representing Tasmania’s nature, wildlife, history, heritage, food drink, arts, culture and people."

Mina Savjak, business director at Starcom, said the role of paid media was to contextualise the different aspects of "Air" for consumers and deepen the emotional connection with Tasmania through cultural immersion.

"This year we engaged two new partners, The Guardian and ARN/iHeart’s The Imperfects, both well versed in driving cultural discourse, to tap into relevant moments," said Savjak.

"A bespoke podcast episode, filmed in Tasmania’s open air as well as immersive video and written and social content will showcase not only what Tasmania has to offer over the summer months but what it stands for as a brand when it comes to making a positive impact.

"This robust content plan is supported by contextual OOH placements and impactful dynamic executions that will bring to life the different aspects of Tasmanian “air” at times when consumers will be most receptive: travelling on busy traffic arterials, crowded train stations, inside gyms and office buildings."

Rees Steel, creative director at BMF, said Tasmania’s beauty and irreverence are always a welcome breath of air, but as the year comes to a chaotic end, it feels like mainlanders have really earned a reprieve.

"We’re looking forward to showing up in new places with ‘Come Down For Air’ and helping everyone to unclench just a little. Maybe even with a cold glass of something," said Steel.

The campaign is further supported through personalised website experiences and retargeting strategy on paid and owned channels, delivered by Orchard Marketing.

Mikaela Crimmins, chief strategy officer at Orchard, said the agency wanted the digital experience to show people what they love based on their interests and where they've been.

"From the first click, you'll get a taste of Tassie's charm and the ability to effortlessly explore - holiday planning should be stress free after all and that's what we're aiming for, a moment to catch your breath and seamlessly move from dreaming to doing," she said.

"This is all powered by content intelligence, ensuring that our campaign not only captivates potential travellers but converts them into on-the-ground travellers too, and return visitors, if we’re lucky!"

The latest campaign runs in Australian markets from October 23, 2023, to March 31, 2024.

The Come Down For Air brand platform was first launched in 2019 and has been instrumental in setting Tasmania apart in destination marketing.

Client: Tourism Tasmania

Creative agency: BMF

Media agency: Starcom

Digital agency: Orchard Marketing

Related Content

Latest Campaigns

Australian Retirement Trust unveils 'Awaken Your Super' via M&C Saatchi Group

Awakening your super 'monster'.

Wise unveils 'Your Money Anywhere' via BigSmall

Launching in Australia this month.

• Skip to content
• Skip to main navigation
• Mumbrella Pro
• Market Review
• Other Industry Events
• About Mumbrella
• Freelance Directory
• Business Directory

Tourism Tasmania’s new campaign invites deeper connections to land, via BMF

Tourism Tasmania has launched a new iteration of its ‘Come Down For Air’ brand platform, which first launched in 2019 , inviting travellers to build deeper connections to Tasmania, via BMF, Starcom and Orchard Marketing.

The campaign continues the brand’s strategic move away from traditional tourism marketing, aiming to deliver ‘air’ to audiences more effectively and in more places.

Tourism Tasmania’s CEO, Sarah Clark, said: “In Tasmania, vast natural landscapes sit alongside top-notch arts, culture, and culinary experiences. By leveraging this Tasmanian experience, we want people to realise they can find their own ‘air’ on a holiday in Tasmania – whether that includes stargazing, cheese tasting or mountain hiking.

“The brief to the agencies was to ensure the campaign builds the brand’s storytelling, representing Tasmania’s nature, wildlife, history, heritage, food drink, arts, culture and people.”

Mina Savjak, business director at Starcom added: “The role of paid media was to contextualise the different aspects of “Air” for consumers and deepen the emotional connection with Tasmania through cultural immersion. This year we engaged two new partners, The Guardian and ARN/iHeart’s The Imperfects, both well versed in driving cultural discourse, to tap into relevant moments. A bespoke podcast episode, filmed in Tasmania’s open air as well as immersive video and written and social content will showcase not only what Tasmania has to offer over the summer months but what it stands for as a brand when it comes to making a positive impact.

“This robust content plan is supported by contextual OOH placements and impactful dynamic executions that will bring to life the different aspects of Tasmanian ‘air’ at times when consumers will be most receptive: travelling on busy traffic arterials, crowded train stations, inside gyms and office buildings,” Savjak added.

BMF’s creative director, Rees Steel, said: “Tasmania’s beauty and irreverence are always a welcome breath of air, but as the year comes to a chaotic end, it feels like mainlanders have really earned a reprieve.

“We’re looking forward to showing up in new places with ‘Come Down For Air’ and helping everyone to unclench just a little. Maybe even with a cold glass of something.”

The campaign is further supported through personalised website experiences and retargeting strategy on paid and owned channels, delivered by Orchard Marketing.

“There’s so much to experience in Tassie. We wanted the digital experience to show you what you love based on your interests and where you’ve been,” said Mikaela Crimmins, chief strategy officer at Orchard Marketing.

“From the first click, you’ll get a taste of Tassie’s charm and the ability to effortlessly explore – holiday planning should be stress free after all and that’s what we’re aiming for, a moment to catch your breath and seamlessly move from dreaming to doing. This is all powered by content intelligence, ensuring that our campaign not only captivates potential travellers but converts them into on-the-ground travellers too, and return visitors, if we’re lucky!”

The campaign is the latest from the domestic tourism industry, as earlier this month, South Australian Tourism Commission launched its newest campaign featuring Hollywood’s Mark Webber . Tourism WA also recently showcased its travel destinations with Aussie Formula 1 driver Daniel Ricciardo, while QLD and Victoria launched new strategic plans to grow their tourism industries.

‘Come Down For Air’ will run until March 2024.

Client: Tourism Tasmania

Creative agency: BMF

Media agency: Starcom

Digital agency: Orchard Marketing

'It was a top priority to win that contract': We talk exclusively to oOh!media's Neil Ackland

'big, bold, risk-taking': media buyers react to paramount/ten upfront.

Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.

Have your say

Login with:

Comment anonymously

Man charged after street fight involving news corp journalist paul kent, didi appoints new head of brand marketing anz, cosmopolitan magazine latest glossy to return to the australian market, electioneering season has started - and albo knows it, ‘the radio silence makes no sense’: when will the new seven ceo front up, get the latest media and marketing industry news (and views) direct to your inbox., sign up to the free mumbrella newsletter now..

This website uses cookies for proper functioning and enhancing the user experience. By clicking 'Accept' on this banner or using our site you accept our use of cookies. You can also 'Read More' to view our Cookie Policy and learn how to control them. Read More

Sign up to our free daily update to get the latest in media and marketing.

Tourism Tasmania encourages Aussies to embrace the off season in new campaign via BMF

In the latest iteration of its Off Season campaign created by BMF, Tourism Tasmania is encouraging Australians to refuel their souls in Tassie this winter.

The campaign, shot entirely in black and white by artist and photojournalist Stephen Dupont, captures the unique ways Tasmanians embrace the winter season – from the fiery celebrations of the solstice to the bracing cold of an icy plunge.

Tourism Tasmania’s ‘Off Season’ aims to redefine how Australians see winter and asks Aussies to embrace it, rather than escape it. Because winter is when Tasmania gets a little more Tasmanian – things get wild, weird, and wonderful.

Says David Fraser, creative director at BMF: “To celebrate the delightful off-ness of Tasmania, we sought to create a campaign that captures Tassie’s creative ‘Off Season’ spirit at its best. Because in the darkest depths of Australian Winter, the island state comes alive.”

Says Emma Terry, chief marketing officer at Tourism Tasmania: “We believe Tasmania offers a different winter holiday, something you need to experience to truly appreciate. Through this campaign we remind Australians of all the moments of creativity and inspiration the Tasmanian ‘Off Season’ has to offer to re-ignite the travel bug, inspire new experiences, and get behind our tourism industry.”

The campaign launches across cinema, BVOD, OLV, OOH, print, audio streaming, digital and social, around the nation.

Creative Agency: BMF Chief Creative Officer: Alex Derwin Creative Director: David Fraser Associate Creative Director: Casey Schweikert / Rees Steel Creative Team: Robert Boddington / Jack Robertson Head of Art & Design: Lincoln Grice Design Director: Fiona McLeod Chief Strategy Officer: Christina Aventi Planning Director: Thomasine Burnap Chief Executive Officer: Stephen McArdle General Manager: Richard Woods & Aisling Colley Group Account Director: Edward Hughes Senior Account Manager: Claire Emery Account Executive: Connor McMurdo Director / Photographer: Stephen Dupont Production Company: The Kitchen Creative Executive Producer: Zabrina Wong Photographers: Jesse Hunniford & Rémi Chauvin Producer: Grace Quinn Stills Grade: Shayne Pearce Post Production: Bantam Productions Integrated Producer: Holly Whiteley Edit & Online: Al Moore Grade: White Chocolate Sound Production: Rumble Art Buyer: Basir Salleh Production Director: Karen Liddle Finished Artist: Catarina Duardo Creative Services Director: Clare Yardley Retoucher: Angus Whalan PR: Abigail Dawson & Elliott Holohan

Digital Creative Agency: Clemenger BBDO Media Agency: Starcom Website Implementation Partner: Orchard

Client: Tourism Tasmania

29 Comments

Genuinely crafty. The contrasting music is brilliant for some of these too. Well done.

I’d love to make work like this

they don’t understand the drivers. its fine to make artistic work. its better to make work that works.

You must know what the drivers are then? They’ve probably identified a target segment of consumers looking for tourism experiences that exist in spades in Tasmania; adventure, exploring, artistic/cultural experiences. This work is a great representation of all these things. Execution wise it is also 10x more engaging and exciting than most other state tourism campaigns… care to elaborate on your sweeping statement?

Beautiful art direction, feels like the stills could be in a gallery.

my takeaway is that tassie is weird and interesting place. which is aimed at a certain crowd. it’s not a tourism australia location-brochure-tick box campaign.

Clearly, BMF should have come to you first.

Im an old guy and um, well……I don’t know if I should really be saying this but…..I like it.

I find this kinda dull compared to the other work. No tone, no spirit. Craft is cool but that’s it for me. I’m a massive fan of the other stuff.

I’m all for unexpected creativity, but I can’t see this driving significant numbers to visit. It’s great looking, but just too weird.

Looks fantastic, like it. And the nipple count is unprecedented.

because you’re a tasmanian

Well written. Clean art direction. Beautifully shot.

I loved ‘Come Down For Air’, and I love this.

Not every category ad has to follow the tried and well-trodden path every time. Sometimes, like in this example, feelings convey more than a checklist of imagery we’ve seen a million times before. Shooting everything in B&W, having music that doesn’t ‘correspond to expectations’ (God forbid) is a simple, artful way to reflect the contrasting characteristics of a place like Tassie. Why poo poo that? I bet you’re also the same naysayers who spend time decrying the lack of artistry and ideas in Australian advertising on this blog.

of when the execution gets in the way of the communication. It looks like someone just added a ‘Fr*st’ filter to this for no reason.

@The Awful Truth, when one of your biggest draw cards is arguably the nation’s most progressive and provocative art gallery, you get to have a bit of creative licence with how you leverage that and position the state. It’s fair to assume this campaign is targeting those attracted to Tassie’s edgier, arty, ‘weird’ aspects. Hits the nail on the head for me. Love it.

about this comment section. This work rocks and nails the Tassie brand.

I’m into it

Go back to Noosa, haters. It sums up the point of difference that Tassie offers. Yes it has beautiful scenery, great food and wine and whiskey – but so does half of Australia. Tasmania has a weird, different vibe that makes it unique. and this sells it. Art direction and design is really fresh and avoids the visual cliches that make most tourism campaigns indistinguishable. This is good.

problem is, this is indistinguishable as a tourism campaign. It’s lost in its own execution.

Wrong approach, wrong language, wrong market, and why is all and sundry obsessed about making Tasmania so #cliche #weird? Clearly a rushed idea from the usual suspects.

Oh that irreverent sea urchin photo. Oh how it makes me laugh. Its so natural.

This is beautiful work and I reckon it will work its socks off.

Wish I made it.

So this is what advertising has become…

Great work. Whoever said this indistinguishable from any other tourism campaign, please show us the similar campaign. Because this is nothing like the rest that are all the same. Keep up the brave work

@itwillnotwork Why? How would you do it?

Brilliant. Another distinctive, memorable instalment in the platform. Congrats to all involved.

Leave a Comment: Cancel reply

Name or pseudonym (required)

Email (optional)

Website (optional)

Save my name, email, and website in this browser for the next time I comment.

GET THE CB DAILY BULLETIN

Register for Free and receive the Campaign Brief Daily Bulletin. Type your email address in the space below.

GOLD SPONSORS

• Advertising

Home » Tourism Tasmania And BMF Team Up To Invite Aussies To Embrace The Off Season

Tourism Tasmania And BMF Team Up To Invite Aussies To Embrace The Off Season

In the newest edition of BMF’s recurring Off Season campaign for Tourism Tasmania, they recommend Australians visit the southern state to refuel their souls this winter.

The campaign, shot entirely in black and white by artist and photojournalist Stephen Dupont, captures the unique ways Tasmanians embrace the winter season – from the fiery celebrations of the solstice to the bracing cold of an icy plunge.

Tourism Tasmania’s ‘Off Season’ aims to redefine how Australians see winter, asking Aussies to embrace the weird and wonderful nature of Tasmania in the colder months.

Creative director at BMF David Fraser said: “To celebrate the delightful off-ness of Tasmania, we sought to create a campaign that captures Tassie’s creative ‘Off Season’ spirit at its best. Because in the darkest depths of Australian Winter, the island state comes alive.”

Have a look at the campaign videos below:

Creative Agency: BMF

Chief Creative Officer: Alex Derwin

Creative Director: David Fraser

Associate Creative Director: Casey Schweikert / Rees Steel

Creative Team: Robert Boddington / Jack Robertson

Head of Art & Design: Lincoln Grice

Design Director: Fiona McLeod

Chief Strategy Officer: Christina Aventi

Planning Director: Thomasine Burnap

Chief Executive Officer: Stephen McArdle

General Manager: Richard Woods & Aisling Colley

Group Account Director: Edward Hughes

Senior Account Manager: Claire Emery

Account Executive: Connor McMurdo

Director / Photographer: Stephen Dupont

Production Company: The Kitchen Creative

Executive Producer: Zabrina Wong

Photographers: Jesse Hunniford & Rémi Chauvin

Producer: Grace Quinn

Stills Grade: Shayne Pearce

Post Production: Bantam Productions

Integrated Producer: Holly Whiteley

Edit & Online: Al Moore

Grade: White Chocolate

Sound Production: Rumble

Art Buyer: Basir Salleh

Production Director: Karen Liddle

Finished Artist: Catarina Duardo

Creative Services Director: Clare Yardley

Retoucher: Angus Whalan

PR: Abigail Dawson & Elliott Holohan

Digital Creative Agency: Clemenger BBDO

Media Agency: Starcom

Website Implementation Partner: Orchard

Client: Tourism Tasmania

Please login with linkedin to comment

Latest news.

• Partner Content

In A Fragmented World, Engagement Is King

Media executives from Australia’s top agencies sat down with B&T TV to discuss how media fragmentation is impacting advertising spend. Few will deny that measurement is key when it comes to deciding where to allocate ad dollars. With media more fragmented than ever, which metrics to use is less clear. As Nik Doble, Mindshare’s national […]

by B&T Magazine

Kyle Sandilands On Advertising: “We Want Return Business. It’s No Good Just Taking Someone’s Money”

Today is a big day in radio. After years of dominating the Sydney ratings, the Kyle & Jackie O show is launching in Melbourne.  Whilst some have sworn that Melbournians won’t like the controversial show, Kyle Sandilands is confident of its universal appeal.  “The only difference if you’re a regular listener in the Sydney market […]

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]

Is Meta’s New AI Chatbot Too Left-Wing?

Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.

TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?

As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?

PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel

Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.

Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign

Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.

GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers

If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer

Mastercard Nabs Florencia Aimo From Marriott International

Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.

Bastion Agency Appoints Cheuk Chiang As New ANZ CEO

Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.

Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport

B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.

• B&T Exclusive

Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”

Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.

World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024

Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.

Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards

The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.

The Fred Hollows Foundation Appoints Ardent For PR

Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.

AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows

Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.

Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media

Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.

MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI

A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!

Amanda Laing Announces Resignation From Foxtel Group

Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.

The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special

It's nice when brands respectfully acknowledge ANZAC Day.

Howatson+Company Acquires Akkomplice

Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.

Google Delays Third-Party Cookie Deprecation Again

In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.

Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals

Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.

“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes

B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.

The Unapproved Climate Certification Allegedly Causing Mass Greenwashing

Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.

TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges

MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.

Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit

A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.

Industry Shares Trends Shaping The Industry This International Creators Day

B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.

Mable Extends HOYTS Sensory Screenings Partnership

Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.

Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute

Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.

Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign

As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.

Opinion: How Video Calls Neglect Learning Diversity

Need an excuse to duck out of a video call this arvo? Show this to your boss.

DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc

DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.

Smile For A Good Cause: The Social Media Campaign Giving Back To The Community

Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.

Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X

Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.

You are using an outdated browser

Please upgrade your browser or activate Google Chrome Frame to improve your experience.

Signing in with LinkedIn

Please wait while we sign you in with LinkedIn.

This may take some time.

Please be patient and do not refresh the page.

(A new window from LinkedIn should open for you to authorize the B&T login. If you don't see this please check behind this window, and if it is still not there check your browser settings and turn off the pop-up blocker.)

SUBSCRIBE NOW FOR FREE

Never miss a story again. Sign up for B&T's daily newsletter now.

Best practices, guides and inspiration to help you do you, better.

Genero in the headlines - recent news and updates.

More resources

A disruptive campaign to capture the imagination of post-lockdown travellers.

As Australian borders started opening up after the lockdowns in 2020, Tourism Tasmania knew there would be maximum saturation of travel advertising in the market. They came to Genero to create a disruptive social campaign that would cut through their audience’s feed on Facebook, Instagram and Pinterest.

The objectives of the campaign were to drive awareness and consideration of traveling to Tasmania and to generate qualified traffic to the Discover Tasmania website through the campaigns proposition – ‘Come Down For Air’.

The approach

Through Genero, Tourism Tasmania commissioned Ed Ringwood and his production team at Two Palms Media to deliver the project. 

As live production was difficult due to COVID restrictions, Two Palm’s used clever after effects, animation and editing techniques to reimagine existing assets for this brief. They created a deeply immersive static and video campaign, delivering multiple in-feed, story and instant experience placements which: 

• Are distinctly Tasmanian: Leveraging copy, sound, motion, video and imagery to create the campaign’s ‘Come Down For Air’ feeling. 
• Show the breadth of experiences unique to Tasmania: Building on the ‘CDFA’ proposition, the creative also links experiences to interests, hobbies and sensory needs.
• Are built for social: The content cleverly used the individual features of the ad placements across Instagram and Facebook.

The results

The campaign became Tourism Tasmania’s best performing social media campaign to date, exceeding all benchmarks and KPIs. Feedback and engagement on posts was extremely positive, with a number of even commenting on the creative and campaign strategy itself.

Instagram & Facebook

Brand Effect Study Results

Three Capes Walk, Facebook Story

Floating Sauna, Facebook Story

Instant Experience

Soak it up, Instant Experience

Mind the wombats, Instant Experience

Go off the grid, Instant Experience

Unplug | Recharge | Reconnect, Pinterest

Floating Sauna, Pinterest

• Digital video
• Original content
• Travel, Tourism & Transport
• Australasia

Ed Ringwood

Ed has worked in communications for over 10 years across social media, content production and experiential marketing, developing strategies and activating for some of the world's most recognisable brands. Known for his forward thinking and adaptable approach, Ed’s can do attitude has seen him lead international social teams across APAC working with GoPro, Ford and Budweiser.

Related work.

Uncovering and producing stories about emerging subcultures across the globe.

Generating social assets for L’Oréal brands at scale.

Global campaigns at speed and scale for Diageo's portfolio of brands.

Streamlining production for Kimberly-Clark with access to creative talent, on-demand.

A scaled program delivering original, live-action video ads for YouTube advertisers.

A creative solution for Qatar Tourism and the world's greatest footballers.

Elevating creator content with a quick turn-around, trend led production.

Creative diversity and production efficiency for Unilever's global brands.