New eye-catching campaign to lure mainlanders to Tasmania

Tasmania’s new eye-catching Come Down For Air campaign has been launched across Australia to drive visitation to the State.

The campaign will ensure Tasmania remains a strong contender in a competitive tourism marketplace, while targeting travellers who want what Tasmania has to offer.

Premier Jeremy Rockliff says the campaign reflects the Tasmanian Government’s ongoing commitment to growing our visitor economy.

“The tourism industry supports one in six Tasmanian jobs and injects $3.6 billion in visitor spending into our economy each year,” Premier Rockliff said.

“As competition within the tourism sector grows, it is essential that we showcase our unique experiences to potential visitors.

“We are delivering for Tasmania and our visitor economy through the latest Come Down For Air campaign, which has consistently captured the essence of what makes Tasmania special.

“These unique and eye-catching campaigns appeal to travellers who value authenticity and immersive experiences in nature, culture, and history.”

Tourism Tasmania CEO Sarah Kingston Clark says staying consistent is an important marketing strategy that ensures Tasmania stands out.

“Since 2019 Come Down For Air has grown to be a memorable and trusted brand platform that invites Australians to escape the everyday stress and routine of modern life,” Ms Kingston Clark said.

“For this latest campaign we are staying true to our original Come Down For Air message, while also building on what we’ve learnt from the last six years by refreshing our best performing advertisements in places we know will have the biggest impact.”

With a goal to achieve more than 300 million audience views across all advertising channels, the campaign will feature across major billboards, TV, Video on Demand, and social media.

Notably, trams passing through Melbourne’s CBD will feature the campaign, with other billboard placements on ‘The Icon’ in St Kilda and in King George Square in Brisbane, Rundle Mall in Adelaide, and Yagan Square in Western Australia, among many others.

The campaign will include advertisements featuring many Tasmanian icons, including Bay of Fires, Ben Lomond, Bridestowe Lavender Farm, Corinna and the nude solstice swim.

Tourism Tasmania has partnered with Jetstar on a flight sale to further encourage holiday bookings.

Come Down For Air will be in market in New South Wales, Victoria, Queensland, South Australia and Western Australia from 28 September until March 2026.

Campaign assets are available here: https://www.dropbox.com/scl/fo/j349kow8h0fuz6013ifqu/AMecLdMlPuPsCpIAKz3tALY?rlkey=un3jjud16yle0fjqby3q8comu&st=czj9kktk&dl=0