Tourism Tasmania urges Australians to embrace, not escape winter in new campaign via BMF


Whether it’s the almighty roar of a pagan bonfire, the hiss of a lakeside sauna, the beautiful mess of a seafood feast or the throb of a festival stage, Tasmania in winter is anything but chill. Tourism Tasmania’s ‘The Off Season’ campaign via BMF celebrates the colder, darker months, and everything weird and wonderful that comes with it.


Says Thomasine Burnap, group planning director at BMF: “The ‘Off Season’ aims to culturally redefine how the rest of Australia sees winter. It’s an invitation to embrace winter, rather than escape it. In Tassie that’s when the locals feast harder, dance longer and embrace the very wilderness that defines them.”

Says Alex Derwin, chief creative officer at BMF: “The Off Season is a way of encapsulating not just the change of temperature but the change in attitude that happens in Tasmania during winter. It’s exciting to add a new dimension to the Come Down For Air platform and we’re looking forward to seeing ‘offness’ embraced, not just this winter, but in the winters to come.”

Says John Fitzgerald, CEO, Tourism Tasmania: “Some people see winter as a time to hibernate and wait for the cooler season to end. This campaign invites Australians to get off the couch and embrace a wintery holiday in Tasmania. Because Tasmanians embrace the season like nowhere else – winter is when we thrive, get out and about seeking to be enriched, feel alive and connected.”

Tourism Tasmania urges Australians to embrace, not escape winter in new campaign via BMF

The integrated campaign created by BMF includes: TV, Outdoor, Radio, Press and is brought to life digitally by Clemenger BBDO Sydney and media buying by Initiative.

Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: David Fraser
Associate Creative Directors: Casey Schweikert and Rees Steel
Design Director: Fiona McLeod
Chief Strategy Officer: Christina Aventi
Group Planning Director: Thomasine Burnap
Chief Executive Officer: Stephen McArdle
Group Account Director: Edward Hughes
Senior Account Managers: Adam Reeves and India Gates
Head of TV: Jenny-Lee Archer
Agency Producer: Mandy Payne
Director: Justin Kurzel
Film Production Company: Revolver
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart

Producer: Isabella Vitelli
Post Production: The Editors
Sound Production: Rumble
Art Buyer: Basir Salleh
Creative Services Director: Clare Yardley
Production Director: Karen Liddle
Finished Artist: Catarina Duardo

Client: Tourism Tasmania
Chief Executive Officer: John Fitzgerald
Chief Marketing Officer: Emma Terry
Head of Brand and Content: Lindene Cleary
Brand Creative Manager: Jade Clark
Brand Project Officers: Tenille Daft and Felicity Williams

Agency Village
Creative Agency: BMF
Digital Creative Agency: Clemenger BBDO Sydney
Paid Media Agency: Initiative
Earned Media Agency: The Mint Partners
Performance Media Agency: Reprise