Dove Lake, Cradle Mountain-Lake St Clair National Park
Sean Scott Photography
Our brand
Tasmania operates in an intensely competitive tourism marketing environment.
Australian states and territories, along with international destinations, invest significantly in destination marketing across all channels. Our marketing program is designed to cut through this competitive clutter and position Tasmania distinctively in travellers' minds.
Tasmania: Come Down For Air is the overarching brand platform that underpins our destination marketing. The brand platform sets us apart in a competitive tourism marketplace, positioning Tasmania as the antidote to the straitjacket of modern life and inviting travellers to escape the stress and routine of everyday life.
It celebrates everything about this place. Tasmania: Come Down For Air captures a sense of being and provides a platform to communicate who Tasmanians are as people. When everywhere can feel generic, potential visitors are encouraged to feel more human on an island of difference. Tasmania offers a unique perspective on life, and we welcome others to join in.
Our campaigns
We undertake major marketing campaigns in key target markets, ensuring a presence in market all year round. We also work with Tourism Australia to ensure Tasmania is well represented in its international marketing effort.
