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.
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
