Tourism Tasmania: The off season

Tourism body Tourism Tasmania developed The Off Season campaign in Australia to address its challenge of how to attract visitors during winter.

Campaign details

Entrant company: BMF, Australia

Why is this work relevant for Strategy & Effectiveness?

The Off Season was developed to address Tourism Tasmania’s most difficult problem – how to attract visitors in winter – the coldest, darkest time of the year.

Australia is culturally hardwired to worship the sun and summer, so in winter we hibernate, waiting for it to be over,

The Off Season positions a winter in Tasmania as an opportunity to wake up the senses instead rather than switch off.

We saw dramatic results – visitors up 7% on pre COVID...

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