Tourism Tasmania launches 2024 iteration of the ‘Off Season’ with biggest advertising investment to date
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.
“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,” said Lindene Cleary, CMO of Tourism Tasmania.
“In partnership with our tourism industry, the Off Season is fast becoming a must do holiday experience; one that is unlike other winter destinations.”
Rees Steel, creative director at BMF, added: “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.”
Over 400 businesses from around the state offer special ‘wintery’ experiences that feature as part of the wider ‘Off Season’ campaign. This year’s ‘Off Season’ will showcase these weird and wonderful opportunities in the tourism body’s biggest ever advertising investment in winter.
In collaboration with its media agency, Starcom, the campaign is reaching new channels this year.
“This year we are excited to introduce new channels and executions to the already iconic ‘Off Season’ campaign,” said Starcom’s 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.”
Overall, it will be live across TV, cinema, OOH, online video, social and audio until July 31, with ‘Off Season’ offers available in Tasmania from May until August.
Credits:
Client: Tourism Tasmania
Creative agency: BMF
Film production
Director: Kyra Bartley
Production company: FINCH
Stills and motion production
Production company: ARTBOXBLACK
Photographer: Jo Duck
DoP: Jack Birtles
Media agency: Starcom
Digital agency: Orchard
PR agency: Havas Red
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
BMF
Campaign
Come Down For Air
Lindene Cleary
Off Season
Rees Steel
Tourism Tas
Tourism Tasmania
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