By 2021 the highly successful ‘Come Down for Air’ brand platform had started to position the brand as a response to a deeply ingrained cultural need: respite from the constraints of modern life.

Thousands of Tasmanian businesses rely on the tourist dollar, and they need it all year round (not just in summer). So, the challenge was to tackle what was normally Tourism Tasmania’s biggest brand challenge – enticing people to ‘Come Down for Air’ in winter when the temperatures plummet and the days get short.

Our brief was to inspire Erudites and Raw Urbanites (core audience segments) to believe that Tasmania is the best place to refuel your soul in winter.

We needed to:

1. Drive higher visitation, length of stay and spend over the cooler and winter months (May-August).

2. Convince our segments that winter in Tasmania is a must do experience, as measured by brand image statements.: