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TAS’s ‘Come Down for Air’ campaign hopes to breathe life back into small tourism operators

Tourism Tasmania’s interstate brand campaign, Come Down for Air, encourages Australians to keep Tasmania top of mind when considering their next holiday.

Today, the campaign is launching back into two of Tasmania’s biggest visitor markets – New South Wales and Queensland.

The past nine months have been incredibly hard for Tasmanian tourism operators and businesses that rely on interstate visitors as we’ve taken the necessary steps to keep Tasmanians safe from COVID-19.

During that time, we’ve seen a huge amount of support from Tasmanians who have taken the opportunity to explore our beautiful State as they holidayed at home.

This month, the Tasmanian Government, through Tourism Tasmania, has started the next phase of a program of activity aimed at rebuilding visitation to the State to support industry recovery.

The Come Down for Air campaign recommenced in the key markets of Victoria, South Australia and Western Australia in mid-January and the campaign launched into New Zealand for the first time in a decade on January 17.

Today, we’re returning into the New South Wales and Queensland markets with a $2.35 million campaign, which will run until June 30, supporting businesses as they emerge from the disrupted summer season and into winter.

We’re serious about supporting Tasmanian businesses, and the broader visitor economy and the advertisements are designed to deliver a moment of calm to potential travellers, providing a much-needed break to traditional forms of television and radio advertising.

As a result, they’re a little different – but in a good way.

They show the breadth and depth of what’s possible to experience across Tasmania, from Maria Island to King Island, wooden boat building in Franklin to Penny Farthing racing in Evandale.

Most importantly, the ads are designed to remind mainland Australians that Tasmania can offer a welcome break from the stresses of modern life and it’s the perfect place to Come Down For Air.

The campaign has been designed to enable flexibility to respond to changes in border restrictions should they occur and to ensure they are aligned to government messaging.

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