In Tasmania, the trout are wilder, the lakes and streams are closer and the locals friendlier and more generous with their knowledge. It’s just not well known enough. Whoppers of the fly-fishing scene: Zac Efron, Martha Stewart, Gordon Ramsay, and Emma Watson, were selected to call others to the wild joy of fly-fishing, the serenity you find when you’re standing in Tassie waters.

When we issued our ‘Come Down for Air’ invitation for fly-fishing, we thought we’d lure in some big fishermen with a tantalising package. Four bespoke flies, made for four wild Tassie waters; the Tipsy Hopper, the Huntsman’s Hammer, the Wee Gobbler, and the Wild Woolly Bullseye. All wrapped up and sent out as an invitation to a few select whoppers of the fly-fishing scene. Zac Efron. Martha Stewart. Gordon Ramsay. Emma Watson. And a few others.

Inside the pint-sized travel tin is everything an angler could need to fish Tassie; local tips and tricks, advice on each of those four wild waters, a map of the entire state, and, of course, a specially written letter explaining why we cast out to them. Every detail called to the wild joy of Tasmanian fly-fishing, paired with peaceful openness of photography and typography to allude to the space and pace you find when you’re standing in a water.

And, as always, front and centre, stamped on the tin, was the evergreen invitation of Tasmania; Come Down for Air. And maybe a trout or two, too.

Designed to drive long term consideration and visitation of Tasmania, according to the Brand Awareness and Consideration Campaign Review which spanned the integrated Come Down For Air Campaign (including Fly Fishing), the campaign has delivered:

• 10% Uplift in intent to travel to Tasmania

• 30% Uplift in Awareness of Tasmania as a travel destination

• 32% Uplift in Consideration of Tasmania as a travel destination