The Off Season 2024

Winter is when Tasmania – and Tasmanians – are at our most unique. We’re built to handle winter, and we do it properly. It’s when our anti-ordinariness and creative spirit shines the brightest. In winter, Tasmania is packed full of stimulating experiences.

Now in its fourth year, the Off Season campaign positions Tasmania as a must-visit winter destination, focused on driving visitation during the traditionally quieter travel period between May and August.

This year’s campaign invites visitors to embrace winter and become ‘a winter person’ and is supported by our largest winter marketing investment to date.

Driving the campaign on the ground are more than 400 businesses across Tasmania with over 500 'wintery' experiences and events, known as ‘Off Season offers’, for visitors and locals to enjoy.

The Off Season campaign is in market in NSW, ACT, VIC, QLD, SA, WA, and TAS from 8 April until 31 July 2024, with Off Season offers available to experience in Tasmania between 1 May to 31 August 2024. See examples of the campaign below and visit www.discovertasmania.com.au/off-season to explore this year’s unique Off Season experiences.

The Campaign

This year, the campaign retains its signature black and white creative approach, leading with a short film showcasing the transformation of an ‘ordinary’ Australian to a full-blown winter enthusiast.

Advertising will be across TV, billboards, video on demand, audio, cinema, social and digital channels in key domestic markets and Tasmania, and supported by content and airline partnerships.

 

 

 

 

Information for industry

Off Season offers will be displayed on the Discover Tasmania website and app from 8 April until 31 August 2024. For any support or questions relating to Off Season offers, please contact industry@tourism.tas.gov.au.

Download the Off Season 2024 Industry Toolkit

To help you with planning over the April – August period, we have also created a monthly overview of key events, festivals and business events that will influence visitors to your region, along with an update on Tourism Tasmania’s Off Season brand campaign and partnership activity focused on driving visitors to the state.

Download the Winter 2024 Program for:

  • a monthly overview of key events, festivals and business events influencing visitation over the winter
  • an industry-focused update on Tourism Tasmania’s Off Season campaign and partnership activity focused on driving visitors to the state.