Tourism Tasmania has witnessed a surge in visitor numbers and spending, with the success attributed to its long-running advertising campaign, “Come Down For Air.” David Fraser, BMF’s Executive Creative Director, talks to The Australian, emphasising the authenticity and truthfulness of the campaign have resonated, showcasing Tasmania‘s identity and fostering a unique, enduring connection with potential tourists.
Fraser said: “When you just stick to the truth, you know what your North Star is. You’re not inventing things and being fake. Being authentic and staying true to yourself helps you be both timely and timeless.”