Winter 2021

Welcome to the Off Season

The Off Season winter campaign is our invitation for visitors to enjoy all that a wintry holiday in Tasmania has to offer.

Other parts of Australia might endure winter, but Tasmanians have a different way of doing things. We embrace the season like nowhere else – winter is when we thrive.

Tasmanians revel in the season and get out and about seeking to be enriched, alive and connected.

The campaign encourages visitors to come and experience this for themselves, to sample Tasmania’s unique creative spirit, variety of experiences and nature and wilderness like nowhere else.

The Off Season is one of Tourism Tasmania’s biggest ever winter marketing programs, aimed at supporting tourism recovery following the impacts of COVID-19 and is in market until 31 July 2021. It seeks to build on the success of previous campaigns to position Tasmania as a must-do winter destination and to stimulate demand for holiday bookings over a traditionally quieter period.
The Off Season campaign will be rolled out across a range of channels including TV, print, social media, radio and outdoor, supported by domestic media and influencer visits.

There is also a campaign landing page on the Discover Tasmania website providing visitors with ideas to help plan their wintry holiday to Tasmania, including a link to special Off Season experiences.

To start planning your wintery holiday in Tasmania, please visit: www.discovertasmania.com.au/off-season

Working with industry

A key part of the campaign has been to rally Tasmanian tourism operators around the Off Season to ensure wherever you visit in Tasmania there will be a special Off Season experience or offering that is only available during the cooler season.

Industry have been encouraged to submit an EOI confirming what they will be offering visitors this winter. EOI submissions are now closed.

Download these resources to leverage the Off Season campaign on social media and online:

It’s Our Off Season

It’s not just mainlanders who are invited to wake up this winter and join us for the Off Season.

Tasmanians are also being encouraged to try something new and rediscover the magic of winter time in Tasmania. The Off Season is launching locally as part of the ongoing Make Yourself at Home campaign as we invite Tasmanians to get out and explore some of the unique winter offerings available in their own state.

The Make Yourself at Home winter campaign is in market until 31 August 2021 and includes a mix of press, radio, digital, social and radio advertisements.

Campaign advertisements

Tourism Tasmania digital advertisement example 1

Tourism Tasmania digital advertisement example 2

Tourism Tasmania digital advertisement example 2

off-season-ad-example-4