Tasmania has launched a renewed campaign under its familiar banner, Come Down For Air, targeting holiday-makers across the Australian mainland with a mix of fresh promotions and carefully chosen placements.
Premier Jeremy Rockliff highlighted the importance of tourism to the State, noting it supports one in six jobs and contributes about $3.6 billion in annual visitor spending. He said keeping Tasmania visible in a competitive tourism market is essential.
Tourism Tasmania CEO Sarah Kingston Clark said the consistency of Come Down For Air since 2019 has been central to its success. “We are staying true to our original message, while also building on what we’ve learned from the last six years by refreshing our best performing material in places we know will have the biggest impact,” she said.
The new phase is aiming for more than 300 million audience views across television, billboards, video on demand, social media, and public transport. Trams in Melbourne’s CBD will feature the campaign, alongside high-profile billboard sites including St Kilda’s ‘The Icon’, King George Square in Brisbane, Rundle Mall in Adelaide, and Yagan Square in Perth.
The campaign also showcases some of the State’s most recognisable experiences, from the Bay of Fires and Bridestowe Lavender Farm to Ben Lomond, Corinna, and even the nude solstice swim. To encourage bookings, Tourism Tasmania has partnered with Jetstar on a flight sale.
A closer look at the campaign can be seen through a shared video on Facebook: https://www.facebook.com/share/v/178PLon2Tr/. It provides an insight into how the refreshed messaging is being presented to audiences on the mainland.
Running from 28 September until March 2025 across New South Wales, Victoria, Queensland, South Australia, and Western Australia, the push is designed to build on the strong identity the brand has already established over the past six years.
Support independent community journalism. Support The Indian Sun.
Follow The Indian Sun on X | Instagram | Facebook
Support Independent Community Journalism
Dear Reader,The Indian Sun exists for one reason: to tell stories that might otherwise go unheard.
We report on local councils, state politics, small businesses and cultural festivals. We focus on the Indian diaspora and the wider multicultural community with care, balance and accountability. We publish in print and online, send regular newsletters and produce video content. We also run media training programs to help community organisations share their own stories.
We operate independently.
Community journalism does not have the backing of large media corporations. Advertising revenue fluctuates. Platform algorithms change. Costs continue to rise. Yet the need for credible, grounded reporting in a multicultural Australia has never been greater.
When you support The Indian Sun, you support:
• Independent reporting on issues affecting migrant communities
• Coverage of local and state decisions that shape daily life
• A platform for small businesses and community groups
• Media training that builds skills within the community
• Journalism accountable to readers
We cannot cover everything, but we work to cover what matters.
If you value thoughtful reporting that reflects Australia’s diversity, we invite you to contribute. Every donation helps us maintain the quality and consistency of our work.
Please consider making a contribution today.
Thank you for your support.
The Indian Sun Team
