Tourism Tasmania has launched a refreshed version of its successful ‘Come Down For Air’ campaign, targeting mainlanders to show them what our island has to offer.
The campaign, running until March 2026, is aiming to achieve more than 300 million audience views through billboards, TV, video streaming and social media.
Premier Jeremy Rockliff said the initiative is part of the state government’s commitment to growing the state’s visitor economy.
“The tourism industry supports one in six Tasmanian jobs and injects $3.6 billion in visitor spending into our economy each year,” Rockliff said.
“As competition within the tourism sector grows, it is essential that we showcase our unique experiences to potential visitors.”
He said Tasmania’s sales pitch to mainlanders is simple.
“We’re unique in every way. Not only do we have a welcoming people and welcoming environment, but when you come to Tasmania, you experience that authenticity,” he said.
The campaign will run on trams throughout Melbourne’s CBD along with billboards at ‘The Icon’ in St Kilda, King George Square in Brisbane, Rundle Mall in Adelaide and Yagan Square in Western Australia.
Advertisements will showcase iconic Tasmanian locations and experiences including the Bay of Fires, Ben Lomond, Bridestowe Lavender Farm, Corinna and the nude solstice swim.
Tourism Tasmania CEO Sarah Kingston Clark said brand consistency is at the heart of what makes Tasmania stand out from competitors.
“Since 2019, Come Down For Air has grown to be a memorable and trusted brand platform that invites Australians to escape the everyday stress and routine of modern life,” Kingston Clark said.
“For this latest campaign, we are staying true to our original message, while also refreshing our best performing advertisements in places we know will have the biggest impact.”
She said the campaign targets travellers seeking authentic and immersive experiences in nature, culture and history.
“In a sea of sameness with a lot of very generic tourism marketing campaigns, Come Down For Air really breaks through and invites Australians to come down and experience our beautiful island,” she said.
Tourism Tasmania has also partnered with Jetstar on a flight sale to drive immediate bookings.
Amy Hills, CEO of the Tourism Industry Council of Tasmania, said tourism marketing campaigns are “absolutely critical” for the industry.
“We have one in six Tasmanians that are employed in our visitor economy. To continue to support those jobs, we need to continue to invest in our marketing.”
“For a small state with us, with our small dollars, we really have to work hard to be as innovative and creative as possible.”
“Tourism Tasmania does an excellent job of doing that. All you need to do is go across to any of those eastern seaboard states and talk about being from Tasmania.”
“They initially relate to our advertising and say that they’re really keen to come to Tassie.”
