BMF Launches Fifth 'Off Season' Campaign For Tourism Tasmania

Tourism Tasmania is inviting Australians to not just embrace winter but unlock a new version of themselves and ‘become a winter person’.

Creatively executed with BMF Australia, the campaign uses portraits of local ‘winter people’ and new retail-focused executions showcasing ready-to-book experiences. Highlighting Tasmania’s distinct approach to winter, the campaign builds on the idea that the Off Season is more than just a holiday - it’s an opportunity to spend winter wide-eyed, not half asleep.

Sarah Clark, CEO, Tourism Tasmania, said, “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. 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. 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.”

“We know that unique experiences drive destination choices. Tasmania’s tourism industry is at the core of this campaign, and they have collaborated with us to develop over 600 offers and events that will help Australians become a winter person in 2025,” Sarah added.

Casey Schweikert, creative director, BMF, said, “This year’s Off Season campaign has been a chance for us to go even deeper on all the ways to become a winter person. We’ve got extraordinary animals you won’t find anywhere else, and kids going on a rampage in miniature villages. We’ve got cannonballing off floating saunas and fireside whisky business. Feather fans, geodesic domes, funky mushrooms, you name it. With so much on offer this Off Season, even the most sun-loving mainlander will find something to warm up to.”

Tourism Tasmania partnered with Starcom Australia to deliver the media buy. The channel mix involves high-reaching TV and OOH, including a takeover of Sydney’s Martin Place Retail Precent, alongside a focus on platforms that will drive consideration towards the winter exclusive offers and events.

Mina Savjak, business director at Starcom Australia, said, “This year we have focused on harnessing the power of premium content and mid-to-lower funnel digital tactics to ignite desire for Tasmania over the winter months and drive action around our Off Season offers. Partnerships with Nine, Southern Cross Austereo, SBS and The Hobart Magazine will not only showcase the breadth of what is on offer but enable us to talk to a lucrative, high-value traveller audience in premium environments. Impactful awareness remains important, so expect to also see our usual unmissable outdoor campaign in new and exciting locations."

Further work was done in collaboration with Orchard on Tourism Tasmania’s owned channels to optimise the discovery, navigation, and ultimately the booking of winter offers.

Gina Hughes, experience director at Orchard, said, “We’re proud to have partnered with Tourism Tasmania on the Off Season campaign for a third year, reimagining the digital experience to better connect travellers with unique offers, events and experiences. With clearer offer cards, a deals carousel, and a favouriting feature, this Off Season is all about turning curiosity into bookings and helping every kind of ‘winter person’ find their kind of Off Season. We’ve also brought Tasmania’s winter charm to life through immersive video shorts, showcasing local craft, cuisine and the island’s natural beauty in a more vivid, compelling way.”

The Off Season campaign is in market from 30 March – 31 August 2025. Offers are available to book via Tourism Tasmania’s website.