Tourism Tasmania launches Not Really For Tourists campaign

Tourism Tasmania has launched a new marketing campaign declaring that the island state is not really for tourists. The Guardian, Little Black Book, Campaign Brief, and AdNews all reported that the promotional drive forms the latest instalment of the Come Down For Air campaign created by advertising agency BMF. [1][2][3][4]

The Guardian reported that the promotional campaign is based on research showing that tourists hate themselves and that Australians prefer to identify as travellers rather than tourists. Former SBS newsreader Lee Lin Chin features in a short video created as the centrepiece of the tongue in cheek campaign to help deliver the message. [1]

Tasmania was inhabited by Aboriginal Tasmanians for thousands of years before European settlement began in 1803 as a British penal colony known as Van Diemens Land. The island features alpine regions, cool temperate climates, and ancient Gondwanan rainforests that support endemic wildlife such as the carnivorous marsupial known as the Tasmanian devil. [7]