31 Jul Tasmania: Come Down for Air
Tasmania’s “Come Down for Air” Campaign
In a world that urges us to rush, Tourism Tasmania offers a powerful alternative: pause, breathe, and travel with intention. Through its “Come Down for Air” campaign, visitors are invited not just to explore, but to reconnect with nature, with people, and with purpose.
Destination: Tasmania, Australia
Organization: Tourism Tasmania
Tourism Tasmania’s“Come Down for Air” campaign, invites visitors to step out of hectic urban life and seek renewal in Tasmania’s open landscapes.
The 2023/24 video edition ran from October 23, 2023 to March 31, 2024 and leaned into contextually placed messaging such as airports, train stations, traffic routes, gyms and office buildings, reaching people at high‑stress transit and work moments to encourage mindful travel choices.
The campaign promotes responsible travel by communicating that Tasmania is a place where visitors can slow down, reflect, and engage deeply with nature, culture, food and people rather than rush through a checklist of attractions.
By encouraging off‑season visitation and immersive participation in local experiences, it helps distribute visitor flows more sustainably and supports regional communities year‑round.
“Come Down for Air” is more than a destination campaign, it’s a gentle invitation to responsible, meaningful travel that benefits both visitors and Tasmanian communities.
