Tourism Tasmania has kicked off its award-winning Off Season campaign for the fifth consecutive year, inviting Australians to fully embrace the winter season.
Running from March 30 to August 31, the campaign encourages Australians to not only endure the cold but to enjoy it and even “become a winter person.”
Sarah Clark, CEO of Tourism Tasmania, emphasized that winter is not something to escape but to dive into. Tasmania, she said, offers the perfect environment for embracing the season.
“Over the past four years, we have raised awareness of Tasmania’s vibrant Off Season through this campaign, showing Australians how to rethink their winter holidays,” Clark explained. “This year, we want to focus on the practical and exciting ways to enjoy winter, helping people realize now is the time to dive in.”
Clark added that unique experiences often shape where people choose to travel. Tasmania’s tourism industry is at the heart of this campaign, with more than 600 offers and events designed to help Australians fully experience winter in 2025.
Created in collaboration with BMF Australia, Tourism Tasmania’s new campaign features portraits of local ‘winter people’ and showcases ready-to-book experiences. It highlights Tasmania’s unique winter culture and emphasizes that the Off Season isn’t just a holiday but an exciting opportunity to fully enjoy winter.
BMF creative director Casey Schweikert said the campaign takes a deeper dive into all the ways people can experience winter.
“We have extraordinary animals that can’t be found anywhere else, kids playing in miniature villages, cannonballing off floating saunas, and fireside whisky sessions,” Schweikert said. “With so much to offer, even the sun-loving mainlanders will find something to warm up to.”
Tourism Tasmania has partnered with Starcom Australia to manage the media buy, which includes high-reach TV and outdoor ads, such as a takeover of Sydney’s Martin Place Retail Precinct. The campaign also focuses on platforms designed to drive interest in exclusive winter offers and events.
Additionally, Tourism Tasmania worked with Orchard to optimize its owned channels, making it easier for people to discover, navigate, and book winter experiences.
Tourism Tasmania’s 2022 Off Season campaign earned both gold and silver awards at the Australian Effie Awards, which recognize the most effective advertising and marketing campaigns in Australia each year.
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