Tourism Tasmania: Come Down For Air

INVITING AUSSIES TO TAKE A BREAK FROM THE STRESSORS OF EVERYDAY MODERN LIFE

An image of a Tasmanian mountain peak shrouded in clouds.

A break from the ad break.

It may be far, but Tassie is a place close to our hearts.

Weird and wild, gloriously offbeat, it's home to the southern hemisphere's most avant-garde art collection, quaint communities and pristine wilderness.

The pinot's not bad either.

Capturing the feel of Tasmania.

An image of a large group of people in red swimming caps, wading into a serene lake at sunrise to go skinny dipping.

Most tourism brands paint a perfect picture. Sunny beaches. Stock-shot models doing stock-shot things. Not us. The Come Down for Air platform broke from tourism ad cliches. We offered unexpectedly authentic depictions of Tasmania. Epic and imperfect. Eccentric, unique and bold. Not overly choreographed. Human stories from real moments, contradicting glossy tourism advertising people are used to seeing. And not a montage in sight.

Tasmania is more than a holiday destination. It fulfils a far deeper cultural need, an existential crisis – the need to find meaning and to service the soul. And they have scallop pies.

A magazine spread showing a serene Tasmanian landscape with a wombat in the foreground, a funny headline reads: "Mind the neighbours, they poo on the lawn".

A stunning billboard design containing a landscape image of a field of lavender, a funny headline reads: "Stinky, in a relaxing way".

An image of a large group of people in red swimming caps, wading into a serene lake at sunrise to go skinny dipping. Tasmania, come down for air.

An image taken from above of two people in a row boat on a lake. Tasmania, come down for air.

Come Down For Air is a call to arms to throw off the shackles, escape the stresses of modern life and feel everything more deeply. It is, literally and figuratively, a breath of fresh air. Go take in a lungful.

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