Tourism Tasmania's Come Down For Air campaign for 2024-25 continues to build on the brand's success in setting Tasmania apart, aiming to maintain awareness of Tasmania as a holiday destination.

In a highly competitive travel market, a strong and memorable brand is key to ensuring Tasmania stays top-of-mind for travellers. With tourism one of our state's oldest and most valuable industries it is important to continually invest in our tourism brand to generate future demand for our industry.

A television commercial will feature as one of the highest-reaching channels for consumer awareness.  Advertisements will also appear across a range of channels including out of home, cinema, online video social media and digital display.

Campaign activity will run in key markets of NSW, ACT, Vic, QLD, SA and WA from September 2024 to mid-March 2025.

Tourism Tasmania first launched Come Down For Air in October 2019, embarking on our long-term brand building platform. In the six years since Come Down For Air first launched, awareness of Tasmania as a destination has risen second only to Queensland. Our market insights also show that Tasmania is currently considered as Australia's most unique holiday destination. (Source: Tourism Information Monitor Q2 2024).

Benefits for the Tasmanian tourism industry

• Increased exposure for tourism businesses
  Users can explore businesses, events and services near their location, helping them find places they may not have thought to search for themselves.
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• Providing a curated visitor experience
  Businesses can use the app to share what’s nearby or a curated itinerary of recommended activities with their customers, like a concierge in the pocket.
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• Improving the visitor experience
  The app increases the likelihood of first-time visitation and return visitation.