‘Become a winter person’: Tourism Tasmania revives Off Season campaign

Tourism Tasmania has launched its latest winter tourism campaign, encouraging Australians to "become a winter person" and embrace the state's cooler months as a unique holiday experience.

Now in its fifth year, the Off Season campaign aims to drive visitation during Tasmania’s traditionally quieter travel period between May and August. The campaign positions winter in Tasmania as more than just a holiday, instead framing it as an opportunity to see and experience the season differently - from floating saunas and whisky by the fire to encounters with rare wildlife and creative events.

Tourism Tasmania CEO Sarah Clark said the long-running campaign had shifted perceptions of winter holidays.

“Over the past four years we have built 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," Clark said. "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."

Running from March 30 to August 31, the 2025 campaign promotes more than 600 offers and events listed on the Discover Tasmania website and app. New creative elements have been introduced to showcase family-friendly experiences and relaxation alongside Tasmania’s signature food, drink, nature and cultural offerings. The campaign also leverages some of the best-performing creative assets from previous years.

Improvements have been made to the Discover Tasmania website and app, including enhanced search filters and operator profile pages, to help drive leads to local businesses and increase bookings.

Tourism Tasmania worked with creative agency BMF Australia and Starcom Australia on media strategy and buying. The campaign’s channel mix includes TV, out-of-home and digital, supported by a takeover of Sydney’s Martin Place Retail Precinct. Partnerships with Nine, Southern Cross Austereo, SBS and The Hobart Magazine will amplify the campaign.