TasmanAi: An intelligent image generator without the artificial bit

Riding high on the back of its hit Come Down For Air campaign and a viral coronation shout-out to expat-Tasmanian Mary Queen of Denmark, Tourism Tasmania has unveiled another attention grabbing marketing campaign.

TasmanAi is an image generator with a twist.

Instead of DALL·E 3 and Midjourney style images created almost instantly with a few prompts and a click of a button, TasmanAi generates real artworks, such as paintings, illustrations and drawings, made over time by Tasmanian artists.

The typically quirky campaign from Australia’s most innovative tourism agency has been developed to show the world how the Tasmanian way of life inspires and fosters creativity.

TasmanAi invites the public to submit image prompts via the Discover Tasmania website. The image prompts are paired with an iconic place in Tasmania, and if an artist feels inspired by a prompt, they’ll bring it to life as an original artwork that on completion will be sent to whoever submitted the prompt.

The campaign is designed to encourage visitors to slow down, think and celebrate craftsmanship – all things intrinsic to the Tasmanian visitor experience and way of life.

It’s a typically fun way for potential visitors to engage with Tasmania’s terrific tourism brand, highlighting the authenticity and creativity of the island through some of the awesome Apple Isle’s talented artists.

“Tasmania itself breeds creativity. It’s the artists themselves that keep making it – it’s simply the Tasmanian way of life,” said Marta Dusseldorp, the co-creator, producer and start of ABC TV’s comedy series Bay of Fires.

“As soon as I moved to Tasmania, I knew it, I could feel it in the air, in the space, in the quiet, in the characters, your senses feel more alive here. Tasmanians live and breathe it. The TasmanAi generator gives us a platform to showcase this authenticity and creativity ingrained in our being to the rest of the nation.”

Tasmania is experiencing significant growth across the creative industries. The number of people working as an artist, musician, writer or performer doubled from 2011 to 2021 , with the island becoming home to the second-highest number of artists per capita in Australia according to ABS Census data.

“Arts and culture are a significant drawcard for visitors to Tasmania,” said Sarah Clark, CEO of Tourism Tasmania.

“With world class museums and galleries, alongside diverse landscapes and scenery, Tasmania is a destination that inspires authenticity, connection, self-expression and creativity. With TasmanAi we are showing the world that instant isn’t always better, there is joy in slowing down, taking time to think and celebrating craftsmanship – which is intrinsic to the Tasmanian way of life.”