Tasmania’s unique experiences have again been highlighted in the state’s sixth ‘Come Down For Air’ marketing campaign.
Tourism Tasmania’s latest campaign showcases Tasmania as a must-visit holiday destination, generating demand for tourism and hospitality operators across the state.
Premier and Minister for Tourism and Hospitality, Jeremy Rockliff, and Tourism Tasmania’s acting CEO, Vanessa Pinto, launched the campaign at Launceston’s much-loved Cataract Gorge.
“The Come Down For Air campaign is part of the Tasmanian Government’s plan to highlight what our state has to offer,” Premier Rockliff said.
“As part of our 2030 Strong Plan for Tasmania’s Future, we are investing an additional $4 million in destination marketing to ensure the state remains competitive in national and global markets.
“The Tasmanian brand must cut through and Tourism Tasmania’s role is essential in driving visitor demand and activity into regional destinations.”
Visitors inject about $3.5 billion into the Tasmanian economy every year, with almost 43,000 Tasmanian jobs supported by the tourism and hospitality sector.
That’s one in eight Tasmanians employed in the industry.
Ms Pinto said ‘Come Down For Air’ communicates what is special about Tasmania; beautiful scenery, fresh produce and friendly communities, while also highlighting why the state is the ultimate destination for a relaxing holiday.
Since ‘Come Down For Air’ launched in 2019 awareness of Tasmania as a holiday destination is now ranked second only to Queensland.
“As part of our campaigns, Tourism Tasmania continually works to drive bookings for tourism and hospitality businesses through key airline and travel trade partnerships,” Ms Pinto said.
The latest ‘Come Down For Air’ campaign will appear in key markets of NSW, Victoria, Queensland, South Australia and Western Australian until March 2025.
The campaign includes advertisements across a range of channels including; television, billboards, transit shelters, shopping centres, gyms, office towers, social media and online.
