Tourism Tasmania's ambush campaign fit for a Queen

By Ruby Derrick | 16 January 2024

Tourism Tasmania crafted a playful salute to Queen Mary of Denmark in a collaborative creative effort with BMF, as part of its Come Down For Air brand platform.

The guerrilla campaign’s domestic execution Becoming Queen. The only decent excuse for leaving ran in the Sydney Morning Herald and The Age.

Danish publication Politiken featured the Down here our views are fit for a Queen. Just ask yours’ tagline.

Tourism Tasmania also created a video for Queen Mary which has been shared on its LinkedIn account. For socials, the state authority ran organic videos on its Tasmania Instagram account. 

Tourism Tas advert in Danish publicationTourism Tasmania CEO Sarah Clark says the state government’s lead agency wanted to show its support for Mary becoming Queen.

“While also having a bit of fun using our Tasmanian tone of voice and stunning imagery,” says Clark.

“At Tourism Tasmania we aspire to be different, to cut through the general tourism marketing noise, and this was a great opportunity to reach our important domestic travelling audience and the Danish market with a creative message.”

Lindene Cleary, Tourism Tasmania CMO, says it's not every day that a Tasmanian becomes royalty.

"We wanted to embrace the moment in a ‘Tasmanian’ way, with our team acting quickly to send a clever but fun brand message celebrating Queen Mary," she says.

The adverts and campaign video took off on social media, with strategic communications and media engagement specialist Luis M Garcia citing it was a “clever bit of 'ambush' advertising in today’s print media” on LinkedIn.

Other industry members approved with further comments such as: "The way marketing should be, congrats Queen Mary".

“Capturing the moment. Moving the tourism dial. Nice work,” stated one user. 

Mary Graham, senior account director at Publicis Australia, reposted the campaign on her LinkedIn, citing "Oh so good. And how could you not. I know this Mary from Tasmania is a little star struck by Queen Mary. Nice work Tourism Tasmania".

Marketing specialist Andrew Best also shared his thoughts on the piece, stating "Love Tourism Tasmania. Ride that royal wave I say!!".

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