Tourism Tasmania has confirmed it’s retaining BMF Australia as its lead creative agency. The decision follows a competitive tender process, with BMF set to continue its work on the creative strategy and execution for Tasmania’s destination brand.
The partnership will see the continuation of Tourism Tasmania’s long-term brand platform ‘Come Down For Air’ and its winter campaign ‘Off Season’. Over the past five years, these initiatives have garnered industry accolades, including a Gold Effie for Strategy and Insights in 2023 and a Silver Effie for Long-Term Effects in 2024.
Sarah Clark, CEO of Tourism Tasmania, spoke highly of the talent and professionalism demonstrated by all applicants.
“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 originally won the tender with Tourism Tasmania in 2019. The new contract commences in February 2025, running until February 2028, with an option to extend for an addition four years.
Stephen McArdle, CEO of BMF, expressed his excitement about the continued partnership.
“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.”
The tourism body said its appointment of BMF Australia underscores Tourism Tasmania’s commitment to innovative and effective marketing strategies.