‘Come Down for Air’ says Tourism Tasmania Campaign

“Some places are so nice, you can enjoy them with your eyes closed.”

Tourism Tasmania has launched a new campaign via BMF, to remind Aussies to actually have a holiday when they’re on holiday in Tasmania this summer.

The campaign forms part of Tourism Tasmania’s long-standing brand platform ‘Come Down for Air’ which initially launched in 2019.

Brought to life through a series of TV, cinema, social, audio, OOH, print, and display executions, the campaign highlights the intensity of how it feels to be both geographically and culturally remote from the modern mainland life during the Tasmanian summer.


John Fitzgerald, CEO, Tourism Tasmania said: “After a period of COVID lockdowns and interrupted travel, the constraints of modern-day life feel even tighter than they did before, with our lives revolving around an endless drive to do and achieve. We are inviting Aussies to come and experience a holiday where it’s okay to do nothing, or everything, without any judgement. To take a break from the stressors of everyday life, and to experience the little moments of mindfulness and joy in Tassie, whatever that looks like for you.”


Says David Fraser, creative director, BMF: “A decent nap, or a moment to ponder, is an elusive thing. And the way many of us mainlanders wear ‘busy’ as a badge of honour doesn’t help. Inviting people to Tassie to do a whole lot less this summer felt like a compelling antidote to this endless drive, and it’s a lovely spot to have a few cheese dreams.”


Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: David Fraser
Associate Creative Directors: Casey Schweikert & Rees Steel
Copywriter: Michael Dawson
Head of Art & Design: Lincoln Grice
Designer: Matty Hughes
Chief Strategy Officer: Christina Aventi
Group Planning Director: Thomasine Burnap
CEO: Stephen McArdle
General Manager: Richard Woods & Aisling Colley
Group Account Director: Edward Hughes
Account Director: Claire Emery
Account Executive: Jac Hasler
Project Manager: Amy Kokotas
TV Producer: Esta Lau
Integrated Producer: Basir Salleh
Retoucher: Angus Whalan
Content Producer: Holly Whiteley
Editor: Al Moore
Digital Lead: Sam Elliott
Digital Developer: King Tan
Creative Services Director: Clare Yardley
Production Director: Karen Liddle
Finished Artist: Catarina Durado
Finished Artist: Stacey Harrad Chantler
Finished Artist: Holly Jones
PR: Abigail Dawson & Elliott Holohan

Director: Christopher Riggert
TV Production Company: Finch
Finch Managing Director: Corey Esse
Finch Executive Producer: Loren Bradley
Finch Production Producer: Catherine Anderson
DOP: Sam Chiplin
Editor: Johanna Scott
Sound Production: Rumble Studios
Photographer: Lilli Waters
Production Company: Sam I Am
Executive Producer: Rich Cole
Videographer: Rob Harrison

Client: Tourism Tasmania

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The Staff

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