Broadsheet has exclusively partnered with Tourism Tasmania for its Off Season campaign.
This is the third consecutive year that the pair have collaborated to drive visitation to Tasmania, but for the first time, the culture guide and Tourism Tasmania have turned the Tasmania content vertical on the site ‘dark’.
In this change, Tourism Tasmania’s Off Season campaign branding and messaging are reflected in the all-black background. The Broadsheet Tasmania vertical will remain dark for the campaign period before returning to Broadsheet’s original white background.
Broadsheet has also created a bespoke content hub for Off Season, featuring all that the island state has to offer, including where to eat, drink, shop, and stay.
“We’re delighted to once again partner with Broadsheet, one of Australia’s most popular publications in travel, food and culture, to share a glimpse of the diverse offerings Tasmania’s Off Season presents, the stories of the people and communities behind them, and the essence of what makes our state so special at this time of year,” Sarah Clark, CEO of Tourism Tasmania said.
“Broadsheet is a fantastic platform to showcase Tasmania’s rich culinary and cultural scene as well as natural beauty. We are delighted to have partnered with Broadsheet once again to capture the essence of Tasmania’s Off Season, inspiring Australians to become winter people with a holiday in Tasmania.”
Further innovation this year also includes Broadsheet and Tourism Tasmania’s branded content extended across out-of-home via oOh!media’s Fly network. Targeting travellers, the recommendations highlight events, experiences, and festivals to enjoy during the Off Season.
Claire Booth, Broadsheet national sales and partnerships director, said: “Our partnership with Tourism Tasmania epitomises our dedication to delivering meaningful innovation for our partners. With Broadsheet’s bold move to turn our Tasmania content vertical ‘dark’ for the first time, we’re not just promoting, we’re embodying the essence of Tasmania’s Off Season.
“Extending these recommendations into the out-of-home space, thanks to our strategic partnership with oOh!media, further maximises the value of our content, effectively targeting travelers at every step of their journey.”
The Off Season platform was created by creative agency BMF and is now in its fourth year. It positions Tasmania as a must-visit winter destination, aiming to boost tourism during the traditionally quieter travel period between May and August.
See also: BMF leads Tourism Tasmania’s biggest Off Season campaign yet