'Consistency is key': Tourism Tasmania unveils latest Come Down For Air campaign

Tourism Tasmania is inviting Australians to escape the stress of modern life and reconnect with something more human, as it rolls out the latest iteration of its long-running Come Down For Air campaign.

The campaign continues the brand’s consistent messaging strategy, one that’s helped Tasmania become one of Australia’s most distinctive and emotionally resonant tourism destinations.

This year’s refresh features the best-performing ads from previous years, placed in high-impact locations and supported by a multi-channel media strategy designed to reach more than 10.7 million people.

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“In today’s fiercely competitive travel market, the consistency and authenticity of Come Down For Air is what really sets Tasmania apart,” Tourism Tasmania CEO Sarah Kingston Clark, said.

“We’re inviting Australians to escape the everyday stress of their modern lives and feel a little more human here in Tasmania.”

A long-term brand play

Launched in 2019, Come Down For Air has become a cornerstone of Tourism Tasmania’s brand strategy. Rather than reinventing the message each year, the organisation has focused on building meaning and emotional connection over time - a move that’s helped increase awareness of Tasmania as a holiday destination by 10%.

“Our strategy is to stay consistent with our messaging year on year,” Kingston Clark said. “In doing so, we’re creating a brand platform that is memorable, trusted, and effective in creating demand and driving visitation to Tasmania.”

With tourism one of the state’s oldest and most valuable industries, Kingston Clark said it’s critical to continually invest in the brand to generate future demand.

Chief marketing officer Lindene Cleary said the campaign draws on six years of learnings to optimise placement and creative execution.

“Consistency is key to our strategy - staying true to the message of Come Down For Air and bringing a little air to our audiences in their everyday lives,” Cleary said. “In doing so, we foster strong connections with our brand that are memorable and trusted, and ensure Tasmania is top of mind when people are thinking about their next holiday.”

This year’s campaign includes high-impact outdoor placements such as a full tram wrap on Melbourne’s Route 86, which passes through the CBD multiple times a day.

Tasmania will also appear on billboards at the Icon building in St Kilda, Flinders Street Station, Brisbane’s King George Square, Rundle Mall in Adelaide Airport and Yagan Square in Perth.

Digital content has been developed for Tourism Tasmania’s website, social media channels, and email newsletter, with platform-specific creative for TikTok and Snapchat. The campaign also includes airline partnerships and digital remarketing to drive bookings.

“We’ve refreshed our best-performing ads to showcase authentic moments you can experience all across Tasmania,” Cleary said. “We’re focused on cutting through with content that feels real, relevant and emotionally resonant.”