BREATH IN, AND COME DOWN FOR AIR: TOURISM TASMANIA’S EMMA TERRY ON THE POWER OF CALM
D
awn breaks over the Bay of Fires to the sound of stretching knicker elastic and human squawks as icy water kisses the nether regions of a bunch of swimmers. Mist rises on Lake Rosebery as a lone kayaker takes his sweet time paddling across on a morning coffee run. And at The Nut, a couple shares the simple pleasure of rich flaky scallop pies in the front seat of their Kombi as gentle rain drums on the roof. These single-shot television ads portraying quiet, wry, “anti-ordinary” moments in extraordinary landscapes launched the state’s new tourism brand platform, Tasmania – Come Down for Air, in mid October. “We know our key audiences are really stressed and yearning for a break from routine and relentless urban pressures,” says Tourism Tasmania’s Chief Marketing Officer, Emma Terry. “We think we’ve got a unique perspective on living and being in Tasmania, and this is an invitation for travellers to experience that, to come down and find their ‘air’ – whether it’s space, time, freedom, connection or adventure.” In the campaign’s first six months, Tasmania – Come Down for Air will be featured on television, radio, cinema screens, social media and digital channels in domestic markets through three bursts of marketing activity. It will also be seen on billboards and sites
4
