Tourism Tasmania Brings Back Its ‘Off Season’ Campaign Celebrating Those Who Embrace The Cold Via BMF

Why It Matters

The campaign leverages record winter visitation to convert seasonal curiosity into bookings, boosting Tasmania’s off‑peak revenue and reinforcing its niche as a distinctive experience‑led destination.

Key Takeaways

• Sixth Off Season campaign highlights Tasmania’s winter experiences
• Over 500 curated winter offers launched with BMF partnership
• Campaign uses bold black‑white portraits, neon copy to stand out
• Events include dark‑sky cruises, truffle feasts, nude solstice swim
• Integrated rollout spans TV, digital, OOH across Australia

Pulse Analysis

Tasmania’s winter tourism has evolved from a niche curiosity into a revenue‑generating engine, thanks in part to the Off Season brand that reframes cold weather as an adventure. After a record‑breaking May‑August period last year, the region saw visitor spend surge, prompting Tourism Tasmania to double down on the momentum. By aggregating more than 500 exclusive experiences—ranging from floating saunas and truffle degustations to bioluminescence tours—the campaign creates a curated ecosystem that appeals to experience‑seeking travelers who value authenticity over mass tourism.

The creative direction, developed with BMF Australia, deliberately flips winter’s perceived drawbacks into assets. Black‑and‑white portraits of "winter people" paired with neon‑green typography cut through cluttered advertising spaces, while the media plan spans free‑to‑air TV, video‑on‑demand, social platforms, and striking out‑of‑home installations like Sydney’s Martin Place Metro tunnel. This integrated approach ensures the message reaches a broad Australian audience, from urban dwellers in Melbourne to adventure seekers in Perth, positioning Tasmania as the only destination where cold can feel energising, quirky, and restorative.

For local operators, the campaign translates into a tangible uplift in off‑peak occupancy and higher average spend per visitor. By aligning with festivals such as Dark Mofo and Tasmanian Whisky Week, the initiative not only fills hotel rooms but also drives ancillary revenue for hospitality, craft producers, and adventure guides. The strategic focus on creative differentiation—rather than sheer budget—demonstrates how smaller destinations can compete with larger markets, setting a template for sustainable tourism growth in the years ahead.