Tourism Tasmania invites Australians to ‘Come down for air’ in brand relaunch from BMF and Clems Sydney
Tourism Tasmania has relaunched its brand with a campaign inviting Australians to ‘Come down for air’ and escape the stresses of modern life.
It is the first campaign from BMF and Clemenger BBDO Sydney, which won the creative and digital accounts for Tourism Tasmania in March. BMF is behind the creative, whilst Clemenger BBDO Sydney is executing the digital strategy.
The launch ads draw focus to the unique intimate moments people experience in different locations across Tasmania.
What [Edited under Mumbrella’s comment moderation policy]
What did Clems actually do?
I just visited Tassie for the first time last week, i’m genuinely impressed with how well this ad campaign captures the feeling of the place. Well done!
Much as I would love to give this work a glowing review – it doesn’t inspire me to visit at all!
Sorry but it’s really dark (even the sunrise clip looks dark and moody) and the messaging is too chill …
I’ve been to Tassie (just once) and it is beautiful and bright! This doesn’t come across here.
The ‘Come down for air’ slant is great but that does not translate effectively in the ads.
Do these commercials strike a cord with the target market??