Tasmania's embarking on spreading a new message to keep enticing tourists to holiday here.
The ad campaign is called Tasmania – Come Down For Air, featuring plenty of images of the state's regional charms, found in places such as Kempton, Ben Lomond, Stanley, Burnie and Hastings Caves.
Tourism Tasmania's John Fitzgerald explains the idea is to make a compelling case to the stressed out millions.
"Now it's about enrichment, it's about servicing the soul and Tasmania is the perfect antidote, we know our customers are living in busy urban settings with long commutes to work and high stress, we can be the antidote to that."
Tourism accounts for approximately 17% Tasmania's total employment, which is the highest level of any state in Australia.
For more details about the campaign click this link www.tourismtasmania.com.au/