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.”
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
16 Comments
well these are lovely. made me feel something. made me book. and good to see work that does justice to that great line.
Real nice
Love the execution, but the line is tired and generic. Particularly in the tourism space.
APT – “Travel is calling”
Tourism WA – “Karratha is calling”
Vanuatu – “Answer the call”
NSW National Parks – “The ocean is calling”
This makes me REALLY want to visit Tassie – simply beautiful.
Simple and gorgeous. Quality extension to one of the best campaign lines of the decade. Well done Casey and team!
Just because it’s using the word ‘call’ doesn’t make the sentiment about ‘the off season’ tired. If the line were ‘Tasmania is calling’ I might agree, but at the end of the day, only ad people care about campaign lines – as long as the line helps tie up the ad, it’s doing its job (and Johnny Citizen won’t give two hoots).
a great line
(Come down for air I mean, not the calling one, which as someone has said, is pretty familiar in this space)
Love the sounds
Great work
Clever winter platform. Feels tassie too. Nice.
I love this. BMF’s art direction has become one of the strongest in the country.
Good for y’all.
Beautiful work team. As usual. Well crafted, compelling and consistent is what BMF does best
Posters are lovely. Films aren’t up to scratch.
It’s fine at best. No idea. Decent sound design.
I’ve lived my whole life in tas and this is complete bullshit. Typically selling for an economy
evocative + human + landscape + time of day
beautiful
https://www.youtube.com/watch?v=K2V5keDTxPw
I ,d rather stick pins in my eyes have bleeding hemmoroids than ever go anywhere near Tasmania in this life or the next