Tourism Tasmania has appointed BMF Australia as the lead creative agency.
BMF will continue to work on the creative strategy and execution for Tasmania’s destination brand, as led by the state tourism organisation.
The appointment builds on a successful partnership and will see the continuation of Tourism Tasmania’s long-term brand platform Come Down For Air and winter campaign Off Season.
Sarah Clark, CEO Tourism Tasmania, says the tender process was competitive: “We were incredibly impressed by the caliber of talent, amount of effort and professionalism among all applicants, demonstrating a strong and competitive creative industry in Australia.
“BMF showed an exceptional ability to align with our vision to connect people culturally and emotionally with Tasmania. We are excited to continue to work together in setting Tasmania apart from other destinations.
BMF CEO Stephen McArdle says they are thrilled to continue their partnership with Tourism Tasmania: “It is a privilege to work with a client that shares our commitment to creativity, and we’re excited to build on the incredible success we’ve already achieved together. We can’t wait to create more work that highlights the distinctiveness and beauty of Tasmania.”
Over the past five years, Tourism Tasmania’s brand platform Come Down For Air and winter campaign The Off Season have garnered significant recognition. Both campaigns have earned prestigious industry accolades, including a Gold Effie for Strategy and Insights in 2023 and Silver Effie for Long-Term Effects in 2024.
The Off Season campaign positions Tasmania as a must-visit winter destination, aiming to boost tourism during the traditionally quieter travel period between May and August.
In Tasmania, the Off Season represents a significant collaboration with the local tourism industry to reshape Australians’ idea of a winter getaway. More than 400 businesses across the island offer exclusive, seasonal experiences during the cooler months, which have been depicted in BMF’s campaign.