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Tourism Tasmania and Broadsheet encourage off season visitors in new campaign

Leading city guide Broadsheet and Tourism Tasmania have launched a new campaign encouraging people to visit the state during the less popular months. 

To mark the third consecutive year of their partnership, Broadsheet and Tourism Tasmania have turned the Tasmania content vertical and changed the website dark. 

In this unprecedented change, Tourism Tasmania’s Off Season campaign branding and messaging are reflected in the all-black background, setting a new standard for the partnership. The page will remain dark for the campaign period before returning to Broadsheet’s original white background. 

Broadsheet national sales and partnerships director Claire Booth said by turning its Tasmania content vertical ‘dark‘ for the first time, they are not just promoting but embodying the essence of Tasmania’s Off Season. 

“Extending these recommendations into the out-of-home space, thanks to our strategic partnership with oOh!media, further maximises the value of our content, effectively targeting travellers at every step of their journey,” she added. 

Further innovation this year also includes Broadsheet and Tourism Tasmania’s branded content extended across out-of-home via oOh!media’s Fly network. Targeting travellers in this highly contextual environment, the recommendations highlight events, experiences and festivals to enjoy during the off season.

Sarah Clark, CEO of Tourism Tasmania, said: “We’re delighted to once again partner with Broadsheetone of Australia’s most popular publications in travel, food and culture, to share a glimpse of the diverse offerings Tasmania’s Off Season presents, the stories of the people and communities behind them, and the essence of what makes our state so special at this time of year.”

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