Tourism Tasmania launches new winter campaign ‘The Off Season’

A new integrated campaign from the Tasmania Tourism Board, entitled ‘The Call of the Off Season’, urges Australians to embrace the winter months ahead.

Two 15 second films highlight the range of attractions winter in Tasmania offer, claiming: “The ‘Off Season’ celebrates the colder, darker months, and everything weird and wonderful that comes with it.”

Developed by BMF, and the agency’s group planning director Thomasine Burnap, said: “The ‘Off Season’ aims to culturally redefine how the rest of Australia sees winter. It’s an invitation to embrace winter, rather than escape it. In Tassie that’s when the locals feast harder, dance longer and embrace the very wilderness that defines them.”

The ads feature “the almighty roar of a pagan bonfire, the hiss of a lakeside sauna, the beautiful mess of a seafood feast or the throb of a festival stage”, showing prospective travellers that “Tasmania in winter is anything but chill”.

Tourism Tasmania CEO, John Fitzgerald said: “Some people see winter as a time to hibernate and wait for the cooler season to end. This campaign invites Australians to get off the couch and embrace a wintery holiday in Tasmania. Because Tasmanians embrace the season like nowhere else – winter is when we thrive, get out and about seeking to be enriched, feel alive and connected.”

BMF chief creative officer Alex Derwin said: “The ‘Off Season’ is a way of encapsulating not just the change of temperature but the change in attitude that happens in Tasmania during winter. It’s exciting to add a new dimension to the ‘Come Down For Air’ platform and we’re looking forward to seeing ‘offness’ embraced, not just this winter, but in the winters to come.”

The ‘Come Down for Air’ platform was launched in 2019, following Tourism Tasmania appointing BMF as lead creative agency, along with Clemenger BBDO Sydney as lead digital agency. 

The ‘Come Down For Air’ marketing recommenced in January this year, after almost a year of the state being closed-off to tourists from Australia’s east.

The integrated campaign includes TV, out-of-home radio, press and digital.


Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: David Fraser
Associate Creative Directors: Casey Schweikert and Rees Steel
Design Director: Fiona McLeod
Chief Strategy Officer: Christina Aventi
Group Planning Director: Thomasine Burnap
Chief Executive Officer: Stephen McArdle
Group Account Director: Edward Hughes
Senior Account Managers: Adam Reeves and India Gates
Head of TV: Jenny-Lee Archer
Agency Producer: Mandy Payne
Director: Justin Kurzel
Film Production Company: Revolver / Will O’Rourke
Executive Producer: Pip Smart
Producer: Isabella Vitelli
Post Production: The Editors
Sound Production: Rumble
Art Buyer: Basir Salleh
Creative Services Director: Clare Yardley
Production Director: Karen Liddle
Finished Artist: Catarina Duardo

Client: Tourism Tasmania
Chief Executive Officer: John Fitzgerald
Chief Marketing Officer: Emma Terry
Head of Brand and Content: Lindene Cleary
Brand Creative Manager: Jade Clark
Brand Project Officers: Tenille Daft and Felicity Williams
Creative Services Director: Clare Yardley

Creative Agency: BMF
Digital Creative Agency: Clemenger BBDO Sydney
Paid Media Agency: Initiative
Earned Media Agency: The Mint Partners
Performance Media Agency: Reprise


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.