The Off Season 2025 – ‘become a winter person’

 

 

The fifth annual Off Season campaign continues to position Tasmania as a winter holiday experience with a difference, focused on driving visitation during the traditionally quieter travel period between May and August. 

During the 2025 campaign, audiences are being encouraged to ‘become a winter person’ and book from over 600 offers and events on the Discover Tasmania website and app.

New ways to experience the Off Season have been introduced into the advertising suite demonstrating relaxation and family experiences, along with new advertisements to elevate offers and events and drive bookings.

The campaign will also utilise some of the best performing advertisements from 2024, including portraits of ‘winter people’ representing core content pillars of wild nature, food and drink, experiences, history and heritage, and culture and creativity.

The campaign includes: 

  • Advertising across television, cinemas, social media and online platforms, and on billboards and street furniture in high traffic areas, including an advertising take-over of Martin Place in Sydney.  
  • Content partnerships with the Hamish and Andy podcast, SBS TV series Alone, Good Weekend and Traveller magazines, and PR activity. 
  • Partnerships with key airlines and conversion partners to further drive holiday bookings, and a fly/drive campaign to encourage visitors to book air and car hire packages. 
  • Campaign activations in Tasmania, including a partnership with The Hobart/Launceston Magazine, to encourage Tasmanians to embrace winter and explore their home state.

The Off Season campaign is in market in NSW, ACT, VIC, QLD, SA, WA and Tasmania from 30 March – 31 August 2025. Off Season offers are redeemable from 1 May 2025.

Visit the consumer-facing Off Season website for more.

View examples of the 2025 Off Season advertising below.

 











 

 

Industry Offers

Offer submissions for inclusion in campaign activity and on the website and app have now closed. However, operators can still create offers and promote them on their own marketing channels. An Off Season logo is available for use below.

You can view Off Season offers and events that are currently published on our consumer website.

Stories of several operators with offers in this year’s campaign were selected for inclusion as local experts on the Off Season.

And there are a host of new articles featuring industry offers and events to guide and inspire consumers to visit.

 

Industry Resources

The Create Your Offer — Industry Toolkit [PDF, 5.6MB] was created to provide industry operators with a campaign overview and support with creating an offer or event to participate in the Off Season.

A second industry toolkit and social media assets have been shared with participating operators to assist with promoting and converting offers.

Off Season 2025 Logo

Industry operators are invited to include the Off Season 2025 logo on their website landing page or other advertising to connect their offer or event to the wider campaign.

  • The green on black version is the best for web and digital use.
  • The black and white version is for print only.
  • Download all logos [ZIP file, 159KB] including JPEG and PNG formats.
  • Please replace any older versions from previous campaigns with these new ones.

Event organisers

Winter events and festivals will again feature throughout the Off Season activity.

If your event is scheduled to occur during the Off Season period of 1 May – 31 August, when your event details are finalised, please create an event profile in the Australian Tourism Data Warehouse.

This allows your event to be found in the What’s On and Off Season events pages on the Discover Tasmania website and app as soon as it is approved.

An event is defined as anything that relies on visitor attendance, whether free or ticketed, that is held on a set date/dates. If you are unsure about eligibility, please email us to discuss at industry@tourism.tas.gov.au.