Tasmania’s Off Season is an invitation to wake up this winter in new campaign via BMF

Tourism Tasmania has launched the Off Season, a winter marketing campaign via BMF, to encourage Australians to refuel their souls with a trip to Tasmania during the cooler months.

Appearing in key domestic markets, the campaign aims to build excitement and anticipation for the Tasmanian winter, encouraging travellers to visit the state during the Off Season from 1 May – 31 August.

Says Sarah Clark, CEO, Tourism Tasmania: “Winter is Tasmania’s best kept secret, the air is crisp, the oysters taste sweeter and our tourism operators engage their creative spirit to offer unique and special Off Season experiences. Now in its third year, the Off Season campaign aims to put Tasmania front-of-mind as a must-do winter destination.”

This year will build on the success of previous campaigns with visually striking black- and-white photography. Advertisements will be placed across billboards, streaming services, social media, print and digital media platforms including high-impact locations of Martin Place Station and tram wraps in Sydney’s CBD.

Adding to the depth of storytelling, content partnerships with Rolling Stone and Broadsheet publications and a mini podcast series will highlight Tasmania’s wild places, opportunities for festival revelry and the creative spirit of the island during the depths of winter. In addition, partnerships with airlines will further illustrate Tasmania’s winter magic and ensure the state is included on travel itineraries.

Key to the Off Season campaign are special offerings from Tasmanian tourism and hospitality businesses. From winter feasts under the stars, foraging for local produce, wildlife spotting at twilight and meditative ceramic classes, the offers are exclusive to Tasmania’s cooler months.

Tasmanians are being encouraged to celebrate winter and get behind the Off Season with the campaign delivered locally during May – July.

Visitors can plan and book their winter Off Season offers direct with operators via Tourism Tasmania’s Discover Tasmania website. Bookings are available now and can be redeemed from 1 May to 31 August 2023.

Off Season
Creative Agency: BMF
Media Agency: Starcom
Domestic PR Agency: Mkt. Communications
Digital Creative Agency: Clemenger BBDO
Website Implementation Partner: Orchard