The Off Season 2022
The Off Season is open to just about anything
The Off Season campaign is our invitation for visitors to refuel their soul this winter with a holiday to Tasmania.
In Tasmania, winter is our best kept secret, a time when the island comes alive and we embrace the season like nowhere else.
The Off Season campaign encourages visitors to experience this for themselves, to find inspiration in Tasmania’s wild places, revel in our festivals and sample our unique creative spirit.
The campaign seeks to build on the success of last year’s Off Season campaign, positioning Tasmania as a ‘must do’ winter experience and driving visitation over a traditionally quieter period, to support the continued recovery of Tasmania’s tourism industry.
The Off Season paid media campaign is in market until 31 July 2022 and will be rolled out across a range of channels including cinema, online video, print, digital and social media, audio and outdoor advertising, supported by content and airline conversion partnerships.
There is also a campaign website with a dedicated booking platform enabling visitors to book special Off Season experiences in Tasmania during winter.
To start planning your Off Season holiday in Tasmania, please visit: www.discovertasmania.com.au/off-season
Bookings are available for Off Season experiences via the campaign website for travel between 1 June and 31 August 2022.
The Off Season intrastate campaign
The Off Season intrastate campaign aims to encourage Tasmanians to explore the offers, opportunities and events available throughout winter, leveraging the unique voice and relevance of the ‘Make Yourself at Home’ brand platform.
The objectives of the campaign are to raise awareness of and educate Tasmanians about the Off Season and in turn build pride, and encourage Tasmanians to continue to explore and experience their own back yard during winter by taking advantage of the Off Season offers.
The campaign will be delivered state-wide through metropolitan and regional print and radio, large scale outdoor billboards, as well as through a range of digital channels, including social media.
The campaign launched on 16 May 2022 and will continue until the end of July 2022.
Working with industry
Tasmanian tourism operators have got behind the campaign to ensure that wherever you visit in Tasmania there will be a special Off Season experience or offering that is only available this winter.
A social media toolkit has been developed to help operators promote their Off Season experiences using social media.
Download the Off Season social media toolkit [PDF, 6255.02 KB] (this toolkit includes a link to the official Off Season logo)
Industry offers for the Off Season 2022 are now closed. However, if you have an idea for an offer that has strong alignment to the Off Season brand and you would like it to be considered by Tourism Tasmania, please get in touch with us at email@example.com
Our intention is to seek industry offers again next year, so please ensure you are subscribed to the Tourism Tasmania e-newsletter to keep up to date with Tourism Tasmania news and industry opportunities.
To help Tasmania stand out as a destination in a competitive marketplace, this year Tourism Tasmania has adopted a totally different and innovative approach for the tourism category and created a campaign featuring entirely black and white imagery.