Bridestowe Lavender Estate, Nabowla
Luke Tscharke
Come Down For Air
Come Down For Air is the overarching brand platform that underpins our destination marketing.
Since 2019, the Come Down For Air brand platform has positioned Tasmania as the antidote to the straitjacket of modern life and invited travellers to escape the everyday stress and routine.
Come Down For Air 2025/26
Our strategy is to stay consistent with our messaging year on year. In doing so, we are creating a brand platform that is memorable, trusted and effective in creating demand and driving visitation to Tasmania.
For this latest campaign we are staying consistent with our Come Down For Air message and taking on learnings from the past six years. We are refreshing our best performing advertisements and serving them in places we know will have the biggest impact and return on investment.
In a highly competitive travel market, a strong and memorable brand is key to ensuring Tasmania stays top of mind for travellers. With tourism one of the state's oldest and most valuable industries, it is important to continually invest in the tourism brand to generate future demand for the industry.
Advertising examples
Advertisements appear across a range of channels including free to air TV, online video, out of home, digital display and social media.
The images below offer a snapshot of our campaign advertising across these channels and the distinct marketing opportunity it presents.
