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Tourism Tasmania campaign urges Australians to come down for air

Bay of Fires | 2019 Brand Campaign | Discover Tasmania

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."

: 'Come Down For Air'

Agency:
Client:
Date: October 2019
Tourism Tasmania relaunches its brand with a campaign that calls on Australians to break free from the stresses of modern life and feel more human again; an opportunity to breathe in the incredible nature, the thriving culture, or simply reconnect with yourself. An invitation to ‘Come Down for Air’.
Credits:
 
 
 
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
Tags: Australia
 
 
 
 
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