Tourism Tasmania has launched a new iteration of its award-winning Off Season campaign, inviting holiday goers to ‘Become a Winter Person’.

The campaign, developed by creative agency BMF, features a series of winter ‘heroes’ set against backdrops of unique Tasmanian experiences. It is led by a 60-second film directed by Kyra Bartley, with executions to appear across TV, Cinema, OOH, online video, social and audio.

“Winter is when Tasmania is most different to the mainland. Building on our highly successful Off Season for the fourth year, we’re aiming to grow our seasonal demand by inviting Australians to become winter people. In partnership with our tourism industry, the Off Season is fast becoming a must do holiday experience; one that is unlike other winter destinations,” said Tourism Tasmania CMO, Lindene Cleary.

The Off Season represents a large-scale collaboration with the local tourism industry, with over 400 businesses offering special ‘wintery’ experiences exclusive to the cooler months. This year’s campaign is Tourism Tasmania’s biggest ever advertising investment in winter.

The campaign is in market across Australia until 31 July, with Off Season offers available on the ground in Tasmania between May and August 2024.

“Tropical holidays are for quitters. This Off Season, we wanted to show just how rewarding winter in Tasmania can be, even if you have to earn that fun a little. As a reformed lizard person myself, I can vouch that nothing is as life affirming as an ocean swim that close to Antarctica. Hopefully we can turn a few more mainlanders into winter people too,” said BMF Creative Director, Rees Steel.

The media buy for the campaign was handled by Starcom.

“This year we are excited to introduce new channels and executions to the already iconic Off Season Campaign,” said Starcom Business Director Mina Savjak. “We will be going to market with a total Screens campaign extending for the first time to FTA TV to enable storytelling at scale and connect travellers emotionally to Tasmania. Our Outdoor campaigns have been some of the most talked about in market and once again we are driving innovation in this space, this time with UV printing. We are utilising this technology for the first time on Large format billboards for additional cut through and sensory immersion.”