Tourism Tasmania Encourages Aussies to Embrace the Off Season in Campaign by BMF

In the latest iteration of its Off Season campaign created by BMF, Tourism Tasmania is encouraging Australians to refuel their souls in Tassie this winter.

The campaign, shot entirely in black and white by artist and photojournalist Stephen Dupont, captures the unique ways Tasmanians embrace the winter season – from the fiery celebrations of the solstice to the bracing cold of an icy plunge.

Tourism Tasmania’s ‘Off Season’ aims to redefine how Australians see winter and asks Aussies to embrace it, rather than escape it. Because winter is when Tasmania gets a little more Tasmanian - things get wild, weird, and wonderful.

Says David Fraser, Creative Director at BMF: “To celebrate the delightful off-ness of Tasmania, we sought to create a campaign that captures Tassie’s creative ‘Off Season’ spirit at its best. Because in the darkest depths of Australian Winter, the island state comes alive.”

Says Emma Terry, Chief Marketing Officer at Tourism Tasmania: “We believe Tasmania offers a different winter holiday, something you need to experience to truly appreciate. Through this campaign we remind Australians of all the moments of creativity and inspiration the Tasmanian ‘Off Season’ has to offer to re-ignite the travel bug, inspire new experiences, and get behind our tourism industry.”

The campaign launches across Cinema, BVOD, OLV, OOH, Print, Audio Streaming, Digital and Social, around the nation.