Get Away From 'Away From It All' with BMF in Tassie

Tourism Tasmania has launched a new campaign to remind Aussies to actually have a holiday when they’re on holiday in Tasmania this summer.

Created by BMF, the campaign forms part of Tourism Tasmania’s long-standing brand platform ‘Come Down for Air’ which initially launched in 2019.

Brought to life through a series of TV, cinema, social, audio, OOH, print, and display executions, the campaign highlights the intensity of how it feels to be both geographically and culturally remote from the modern mainland life during the Tasmanian summer. 

John Fitzgerald, CEO, Tourism Tasmania said: “After a period of COVID lockdowns and interrupted travel, the constraints of modern-day life feel even tighter than they did before, with our lives revolving around an endless drive to do and achieve. We are inviting Aussies to come and experience a holiday where it’s okay to do nothing, or everything, without any judgement. To take a break from the stressors of everyday life, and to experience the little moments of mindfulness and joy in Tassie, whatever that looks like for you.” 

David Fraser, creative director, BMF, said: “A decent nap, or a moment to ponder, is an elusive thing. And the way many of us mainlanders wear ‘busy’ as a badge of honour doesn’t help. Inviting people to Tassie to do a whole lot less this summer felt like a compelling antidote to this endless drive, and it’s a lovely spot to have a few cheese dreams.”