Tasmania – Come Down For Air campaign launched

Will Hodgman,Premier & Minister for Tourism

Tourism is one of Tasmania’s greatest competive strengths, and to plan for future growth in this important sector it’s time to refresh our marketing brand.

The new campaign, Tasmania – Come Down For Air positions our state as the antidote to the stresses of modern life and shows potential visitors there are better ways of living – even if it’s just a holiday.

This new campaign will again set Tasmania apart from the pack.

Our tourism industry is stronger than ever before, employing around 42,800 Tasmanians – about 17 per cent of our total employment, which is the highest level of any state in Australia.

Deloitte Access forecasts visitor spending could more than double to $5 billion a year, with 5,000 to 10,000 more tourism jobs created by 2030.

We all know we live in the best state in Australia, and since the launch of the Go Behind the Scenery brand in 2013, we’ve successfully spread that message across Australia and around the world. But now is not the time to take our foot off the accelerator.

The Tasmanian Liberal Government is committed to boosting visitation in regional areas to ensure even more Tasmanians benefit from our strong economy, with the new campaign showcasing places like Kempton, Ben Lomond, Stanley, Burnie and Hastings Caves.

Tasmania – Come Down For Air was launched last night to audiences in Sydney, Melbourne and other key domestic marketplaces, with a synchronised launch of one of our new television ads appearing at the same time on all commercial TV stations.

/Public Release. View in full here.