The Tasmanian government is throwing its weight behind the state’s tourism industry with the sixth iteration of the ‘Come Down For Air’ campaign.
The campaign, launched on Monday, comes with a hefty $4 million investment in destination marketing.
Premier and Tourism Minister Jeremy Rockliff said it was important to continue investing in the sector, which contributes $3.5 billion to the state’s economy each year and employs 43,000 people.
“And the tourism industry is an iconic industry. It’s an industry that employs many thousands of Tasmanians, 43,000 Tasmanians and one in ten Tasmanians are employed in the visitor economy,” he said.
“The ‘Come Down for Air’ campaign is one of those great branding campaigns that’s been very successful in recent years.”
“There’s a lot of competition for the tourism market and so it’s very important that we continue to invest, invest heavily and invest wisely when it comes to tourism marketing.”
The latest campaign features fresh imagery showcasing popular destinations like Strahan and Derby and will run across New South Wales, Victoria, Queensland, South Australia and Western Australia until March next year.
Tourism Tasmania Acting CEO Vanessa Pinto said the extra funding was a welcome investment.
“I’m really excited we are launching today the next iteration of Come Down for Air,” she said.
“It is the epitome of what Tasmania’s all about. It’s a calm, relaxing, scenic environment that just immediately makes you feel that beautiful air around you.”
“Tourism Tasmania is really passionate about our campaigns because what we seek to do is to drive demand for Tasmania’s holiday destination now and into the future.”
“To drive those bookings, get people to book those planes, book that accommodation, fill their itinerary with everything that you can get in each of the regions.”
