Tasmania invites Aussies to ‘Become a Winter person’ in new Off Season campaign via BMF
Tourism Tasmania is showing Australians how to become winter people in a new iteration of its award-winning Off Season campaign via BMF, launched today.
This year’s Off Season features a series of winter ‘heroes’ set against backdrops of unique Tasmanian experiences. The campaign leads with a 60 second film directed by Kyra Bartley, showing the stage-by-stage transformation from regular Australian to full-blown winter holiday enthusiast.
In Tasmania, the Off Season represents a large-scale collaboration with the local tourism industry to collectively change the way Australians view a winter holiday. Over 400 businesses from around the island offer special ‘wintery’ experiences exclusive to the cooler months, that feature as part of the overall campaign. From mushroom picking in abandoned railway tunnels, floating on iconic lakes in century old timber kayaks, to live music in underground caves – the Off Season shows how Tasmania does winter like nowhere else.
Says Lindene Cleary, CMO, Tourism Tasmania: “Winter is when Tasmania is most different to the mainland. Building on our highly successful Off Season for the fourth year, we’re aiming to grow our seasonal demand by inviting Australians to become winter people. In partnership with our tourism industry, the Off Season is fast becoming a must do holiday experience; one that is unlike other winter destinations.”
With creative driven by BMF, this year’s Off Season campaign is Tourism Tasmania’s biggest ever advertising investment in winter, and the first time it will feature a 30 and 60 second video.
Says Rees Steel, creative director, BMF: “Tropical holidays are for quitters. This Off Season, we wanted to show just how rewarding winter in Tasmania can be, even if you have to earn that fun a little. As a reformed lizard person myself, I can vouch that nothing is as life affirming as an ocean swim that close to Antarctica. Hopefully we can turn a few more mainlanders into winter people too.”
Tourism Tasmania partnered with Starcom to deliver media buy, with campaign appearing across a wide range of platforms including TV, cinema, OOH, online video, social and audio.
Says Mina Savjak, business director, Starcom: “This year we are excited to introduce new channels and executions to the already iconic Off Season campaign. We will be going to market with a total Screens campaign extending for the first time to FTA TV to enable storytelling at scale and connect travellers emotionally to Tasmania. Our outdoor campaigns have been some of the most talked about in market and once again we are driving innovation in this space, this time with UV printing. We are utilising this technology for the first time on Large format billboards for additional cut through and sensory immersion.”
The Off Season is in market across Australia until 31 July, with Off Season offers available on the ground in Tasmania between May and August 2024. Visit www.DiscoverTasmania.com.au/off-season.
Tourism Tasmania is showing Australians how to become winter people in a new iteration of its award-winning Off Season campaign via BMF, launched today.
Client: Tourism Tasmania
Creative Agency: BMF
Director: Kyra Bartley
Production Company: FINCH
Stills and Motion production
Production Company: ARTBOXBLACK
Photographer: Jo Duck
DoP: Jack Birtles
Media Agency: Starcom
Digital Agency: Orchard
PR Agency: Havas Red
29 Comments
These are fun, visually pleasing, and get the point across.
Well done to everyone involved.
Seems to be a lot of black and white around at the moment, but gosh this is fun and lovely. So restrained, but everything just works.
I love this shit.
Little bit weird, lots of good. That music!
Looks a bit sloppy tbh.
A continuously enjoyable platform. I hope they stick with it for a long time.
Very good.
Turn your negative into a positive.
Well done to all involved.
Lovely.
But I’m a bored of the film now.
Cheer cheer. v. nice.
Funny, understated, music is excellent – really nice craft all around.
I wish I made this. Well done, L&L!
Obsessed with this. Kyra Bartley does it again – she’s exceptional.
as someone who’s been to Tassie, this makes me want to go back. love it.
Yer fond of me lobster aint’ ye?
Knock it out of the park every time. Bloody good stuff.
Magic. Love
They don’t miss. Well done L/L
Best in the game hands down
…life is in colour, reality is in black and white.
Lovely work. It did put a smile on my face. Well done to all involved.
So good. Nice one BMF-ers
Really digging that recorder 🎶
Super well crafted. Now I want to go to Tassie!
Winters are miserable that’s why do many Tasmanians holiday in warmer places!!
I love this so much. Craft is on another level! It’s so sick seeing work like this and I subjectively know it’s good because I feel a great sense of envy wishing I had made it haha. Onya legends.
I’m very Bored. And I’m very bored of the same folks making this boring work. Please mix it up BMF.
love love love love love v much
so fucking good