Tourism Tasmania is urging Australians to break free from the stresses of modern life and connect with nature with an invitation to 'Come Down for Air'.
As part of the campaign, created by Clemenger BBDO Sydney , short one minute videos have been released highlighting tourist-worthy places to see like the Bay of Fire, Ben Lomond, Belgrove Distillery and Stanley.
The campaign will run across radio, print, outdoor and online.
John Fitzgerald, chief executive officer, Tourism Tasmania 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.”
Clemenger BBDO Sydney’s creative director, Brendan Willenberg said: “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."