Tourism Tasmania’s latest Off Season campaign, inviting Australians to become “winter people”, is the biggest winter campaign yet.
Now in its fourth year and created by creative agency BMF, Off Season positions Tasmania as a must-visit winter destination, aiming to boost tourism during the traditionally quieter travel period between May and August.
This campaign marks Tourism Tasmania’s largest advertising investment in a winter campaign, featuring an Off Season first with 30 and 60-second films directed by Kyra Bartley.
The films follow the step-by-step transformation of a regular Australian tourist into a cold-water plunging, winter holiday enthusiast.
“Winter is when Tasmania is most different to the mainland,” said Tourism Tasmania’s CMO, Lindene Cleary.
“In partnership with our tourism industry, the Off Season is fast becoming a must do holiday experience; one that is unlike other winter destinations.”
Alongside the films, the campaign also features a series of black and white hero images set against wintery, quintessentially Tasmanian backdrops.
In Tasmania, the Off Season represents a significant collaboration with the local tourism industry to reshape Australians’ idea of a winter getaway. More than 400 businesses across the island offer exclusive, seasonal experiences during the cooler months, which have been depicted in BMF’s campaign.
Rees Steel, creative director at BMF, said through the work, “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.”
Mina Savjak, business director for the campaign’s media agency, Publicis Groupe’s Starcom, said this year, the team would be introducing new channels and executions to the iconic campaign.
“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.”
She continued: “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.”
The Off Season work comes on the heels of a content series partnership between Tourism Tasmania and Starcom, launched with Guardian Australia.
‘Tales from the Island’ showcases Tasmania as a cultural hub and highlights the state’s paddock-to-plate food and drink offering, range of wilderness adventures, and strong arts and festival scene.
See also: Tourism Tasmania, Starcom, and Guardian Australia launch ‘Tales from the Island’
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