Tourism Tasmania retains BMF for creative strategy and execution

Tourism Tasmania has retained BMF Australia as its lead creative agency following a tender process.

Tourism Tasmania said the appointment builds on an already successful partnership and will see the continuation of long-term brand platform Come Down For Air and winter campaign The Off Season.

“We were incredibly impressed by the calibre of talent, amount of effort and professionalism among all applicants, demonstrating a strong and competitive creative industry in Australia,” Tourism Tasmania CEO Sarah Clark said.

“BMF showed an exceptional ability to align with our vision to connect people culturally and emotionally with Tasmania. We are excited to continue to work together in setting Tasmania apart from other destinations.”

BMF CEO Stephen McArdle said the agency was thrilled to continue its partnership with Tourism Tasmania.

“It is a privilege to work with a client that shares our commitment to creativity, and we’re excited to build on the incredible success we’ve already achieved together. We can’t wait to create more work that highlights the distinctiveness and beauty of Tasmania,” McArdle said.

Tourism Tasmania’s brand platform Come Down For Air and winter campaign The Off Season have earned multiple industry accolades over the past five years, including a Gold Effie for Strategy and Insights in 2023 and Silver Effie for Long-Term Effects in 2024.