Tourism Tasmania, Broadsheet unite for latest phase of ‘Off Season’ campaign

Tourism Tasmania has partnered with Broadsheet for the latest iteration of its ‘Off Season’ campaign, launching the first special edition Broadsheet print paper dedicated entirely to travel.

The special edition is also Broadsheet’s first client campaign in black and white, and will be available for free in selected cafes, restaurants, bars, shops, Virgin airport lounges and hotels across Melbourne and Sydney this week.

The campaign has been created to inspire Broadsheet’s audience to travel to Tasmania during the off season, when things get wild, weird, and wonderful during the darkest depths of Australian Winter.

Following the creative developed in the first phase of the Off Season campaign, all articles, videos, and print content for Tourism Tasmania on the Broadsheet platform will be in black and white.

Commenting on the print edition, Broadsheet founder and publisher Nick Shelton said: “Welcome to a special edition of Broadsheet, devoted entirely to Tasmania. Though it’s only a short hop from the mainland, the island has always had a certain remote allure, promising to show us a rawer, wilder, more elemental version of the Australia we know and live in each day. At least, that’s been my experience on each visit.

“Much of that is down to the geography: the clear, wide rivers; the gnarled ancient forests untouched for 2000 years; and the desolate bays the colour of chilled steel. But it’s also about the people – people who’ve found conditions and opportunities only available down south and grabbed them with both hands. And it’s these individuals we’re focusing on for this issue, published in partnership with Tourism Tasmania.”

In addition to the paper edition, the campaign features a three-part video series produced in Tasmania and created to entice the Broadsheet audience to make the trip across the Bass Strait to experience it for themselves. The black and white films invite the viewer on a scenic flight into Tasmania’s most remote national park with Par Avion tour guide, Greg Wells, a look into the Tasman sea salt production with farmer Alice Laing, and a plunge into some of Australia’s cleanest and coldest water with Wim Hof instructor, Piet Blokker.

Emma Terry, Tourism Tasmania CMO said: “We are excited to be partnering with Broadsheet to showcase Tasmania’s Off Season.  Tasmania offers a different winter holiday, something you need to dive into to truly appreciate. The Off Season is packed full of interesting curated events and experiences and invites you to embrace not escape winter in a truly Tasmanian way.”

Starcom account director, Sophia Roche-West commented: “Starcom are thrilled to be collaborating with Broadsheet on the launch of their first ever travel edition paper, dedicated to Tasmanian travel during the Off Season! A truly unordinary partnership, that is all in black and white, with content illuminating the uniquely Tasmanian experiences that will “refuel your soul” this season. To redefine winter, a bold market first was a must!”


Publications Director – Nick Connellan
Group Sales and Partnerships Manager – Claire Booth
Campaign Manager – Mira Strbac Low

Print Design
The Company You Keep

Tourism Tasmania
Chief Marketing Officer – Emma Terry
Head of brand marketing – Lindene Cleary
Brand Manager – Kate Saunders
Assistant Brand Manager – Felicity Williams
Paid Media Manager – Marli Tapsall
Paid Media Coordinator – Sarah Hassett

Account Director – Sophia Roche-West
Account Manager – Manon Jardin
Account Executive – Mitchell Brown

Tourism Tasmania Creative


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