Tourism Tasmania launches 2024 iteration of the ‘Off Season’ with biggest advertising investment to date

April 8, 2024 2:39

In the latest instalment of its award-winning ‘Off Season’ campaign, Tourism Tasmania is making its biggest advertising investment in winter, encouraging Aussies to ‘Become a Winter Person’, via BMF.

The new work features a series of winter ‘heroes’ set against backdrops of unique Tasmanian experiences – from mushroom picking in abandoned railway tunnels, floating on lakes in old timber kayaks, to live music in underground caves.

Led by a 60-second TVC for the first time, directed by Kyra Bartley, it follows the journey of a regular Aussie becoming a full-blown winter holiday fanatic.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.