With tourism and hospitality being a strong contributor to our state’s economy and essential in creating regional jobs, the Tasmanian Government is committed to ensuring Tasmania stands out in a crowd as a unique travel destination.
Launching today, Tourism Tasmania’s latest Come Down For Air campaign celebrates our beautiful island while promoting Tasmania as a year-round holiday destination.
With domestic holiday travel softening after a post-COVID surge, and with international travel beginning to recover, the tourism marketplace is increasingly competitive.
Come Down For Air ensures Tasmania stands out within a cluttered advertising landscape.
It’s a meaningful invitation for people to take a break and find their own space and ‘air’ in Tasmania.
The campaign will inject a unique Tasmanian perspective into busy urban environments, encouraging people to experience something more than the daily grind by coming to Tasmania and exploring our whole island.
The campaign content supports Tasmanian storytelling, and represents Tasmania’s nature, wildlife, history, heritage, food, drink, arts and culture.
The campaign will be rolled out across a range of channels including advertisements in airports, train platforms, major traffic routes and intersections, office buildings, gyms and street furniture.
The campaign will also be delivered on high-reaching channels including online and subscription video, broadcast video on demand, social media, audio and digital display, as well as Tourism Tasmania’s Discover Tasmania website and social media channels.
Come Down For Air will appear until 31 March 2024, and will also be delivered in New Zealand in early 2024.
Visit www.discovertasmania.com.au
