The campaign uses portraits of local ‘winter people’ and new retail-focused executions showcasing ready-to-book experiences.
“Over the past four years we have built a strong awareness of Tasmania’s vibrant Off Season as a cultural event through the longevity of this campaign, encouraging Australians to reimagine their winter holidays,” said Sarah Clark, Tourism Tasmania CEO.
“This year, we really wanted to highlight more of the exciting and practical ways to participate in winter to further convince audiences that now is the time to take the plunge.”
More than 600 offers and events promoting unique experiences have been developed to support the campaign, explained Ms Clark.
“Winter isn’t a season to escape from, it’s something to be fully immersed in, and Tasmania is the perfect place to embrace the season.”
Tourism Tasmania partnered with Starcom Australia for the new campaign. The channel mix involves high-reaching TV and OOH, including a takeover of Sydney’s Martin Place retail precinct, alongside a focus on platforms that will drive consideration towards the winter exclusive offers and events.
The Off Season campaign is in market from now until August 31.
Offers are available to book via Tourism Tasmania’s: www.DiscoverTasmania.com.au/off-season
