Tourism Tasmania has launched the fifth iteration of its Off Season campaign, aiming to encourage Australians to embrace winter and ‘become a winter person’. The campaign, creatively executed with BMF Australia, features portraits of local ‘winter people’ and retail-focused executions that showcase ready-to-book experiences.

The initiative seeks to highlight Tasmania’s unique approach to winter, promoting it as an opportunity for immersion rather than escape. Sarah Clark, CEO of Tourism Tasmania, emphasised the campaign’s goal to encourage Australians to reimagine their winter holidays and participate in winter activities. “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, encouraging Australians to reimagine their winter holidays. 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,” Clark stated.

The campaign includes over 600 offers and events developed in collaboration with Tasmania’s tourism industry. Clark noted, “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.”

Casey Schweikert, Creative Director at BMF, described the campaign as an opportunity to explore various ways to become a winter person. “This year’s Off Season campaign has been a chance for us 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. With so much on offer this Off Season, even the most sun-loving mainlander will find something to warm up to,” Schweikert said.

Tourism Tasmania partnered with Starcom Australia for the media buy, focusing on high-reaching TV, out-of-home (OOH), and digital platforms to drive consideration towards winter offers and events. The media strategy includes a takeover of Sydney’s Martin Place Retail Precinct and partnerships with Nine, Southern Cross Austereo, SBS, and The Hobart Magazine. Mina Savjak, Business Director at Starcom Australia, stated, “This year we have focused on harnessing the power of premium content and mid-to-lower funnel digital tactics to ignite desire for Tasmania over the winter months and drive action around our Off Season offers. Partnerships with Nine, Southern Cross Austereo, SBS and The Hobart Magazine will not only showcase the breadth of what is on offer but enable us to talk to a lucrative, high-value traveller audience in premium environments. Impactful awareness remains important, so expect to also see our usual unmissable outdoor campaign in new and exciting locations.”

Orchard collaborated on optimising Tourism Tasmania’s owned channels to enhance the discovery and booking of winter offers. Gina Hughes, Experience Director at Orchard said, “We’re proud to have partnered with Tourism Tasmania on the Off Season campaign for a third year, reimagining the digital experience to better connect travellers with unique offers, events and experiences. With clearer offer cards, a deals carousel, and a favouriting feature, this Off Season is all about turning curiosity into bookings and helping every kind of ‘winter person’ find their kind of Off Season. We’ve also brought Tasmania’s winter charm to life through immersive video shorts, showcasing local craft, cuisine and the island’s natural beauty in a more vivid, compelling way,” Hughes said.

The Off Season campaign runs from 30 March to 31 August 2025, with offers available on www.DiscoverTasmania.com.au/off-season.