Tourism Tasmania is inviting Australians to not just embrace winter but unlock a new version of themselves and ‘become a winter person’.
Creatively executed with BMF Australia, the campaign uses portraits of local ‘winter people’ and new retail-focused executions showcasing ready-to-book experiences.
The campaign, highlighting Tasmania’s distinct approach to winter, builds on the idea that the Off Season is more than just a holiday - it’s an opportunity to spend winter wide-eyed, not half asleep.
Tourism Tasmania CEO Sarah Clark said the work encourages Australians to reimagine their winter holidays.
“Over the past four years we have built a strong awareness of Tasmania’s vibrant Off Season as a cultural event through the longevity of this campaign,” she said.
“This year, we really wanted to highlight more of the exciting and practical ways to participate in winter to further convince audiences that now is the time to take the plunge.
“Winter isn’t a season to escape from, it’s something to be fully immersed in, and Tasmania is the perfect place to embrace the season.”
“We know that unique experiences drive destination choices. Tasmania’s tourism industry is at the core of this campaign, and they have collaborated with us to develop over 600 offers and events that will help Australians become a winter person in 2025.”
BMF creative director Casey Schweikert said this year’s ‘Off Season’ has been a chance for the agency to go even deeper on all the ways to become a winter person.
“We’ve got extraordinary animals you won’t find anywhere else, and kids going on a rampage in miniature villages. We’ve got cannonballing off floating saunas and fireside whisky business. Feather fans, geodesic domes, funky mushrooms, you name it,” Schweikert said.
“With so much on offer this Off Season, even the most sun-loving mainlander will find something to warm up to.”
Tourism Tasmania partnered with Starcom Australia to deliver the media buy. The channel mix involves high-reaching TV and OOH, including a takeover of Sydney’s Martin Place Retail Precent, alongside a focus on platforms that will drive consideration towards the winter exclusive offers and events.
Partnerships with Nine, Southern Cross Austereo, SBS and The Hobart Magazine will showcase the breadth of what is on offer and talk to a high-value traveller audience in premium environments.
The 'Off Season' campaign is in market from March 30 to August 31.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.