Off Season’s bold takeover in the heart of Sydney
Published 7 July 2026
The Off Season campaign installation, Martin Place Metro, Sydney
Red Antler Content
Winter, reimagined in the middle of the CBD
The Off Season campaign invites Australians to rethink what a winter holiday can be. In Tasmania, we know how to do winter, and we do it well: sauna boats drifting on still water, award winning wine and whiskies, cold water dips and festivals in full swing.
For this year’s campaign, we took that invitation to the heart of Sydney’s CBD with an immersive installation inside the Mulu Giligu tunnel at Martin Place metro. Under the bustle of urban Sydney, our installation reminds Australians that Tasmania is a perfect place to escape to during winter.
The activation features spotlit black and white portraits of ‘winter people’, each showcasing a different experience exclusive to the 2026 Off Season. Overall, 15 uniquely Tasmanian experiences from across every region are accompanied by complementary soundscapes and a QR code to book and explore more.
Why Martin Place Metro, why now?
The Off Season works because it looks and feels different from every other tourism campaign in the market. Being consistent with our distinctive message and creative identity, delivered in the right places at the right times, helps build and maintain awareness of Tasmania as winter holiday destination with a difference. Martin Place Metro offered one of the busiest pedestrian corridors in the country with an estimated audience reach of almost 2 million a month. The location posed a unique opportunity for us to tell the story of the Off Season in a bold, creative and engaging way.
Live dates for the Martin Place Metro installation are 29 June to 26 July.
More Off Season in more places
The installation is one part of the broader Off Season campaign. It sits alongside advertising across free-to-air television, YouTube, video on demand, cinema, radio, podcasts, Spotify and high-traffic outdoor locations. The campaign is also supported by paid partnerships with Broadsheet, Design Files and the Today Show, earned media coverage, and content across Discover Tasmania and social media channels.
Together, these channels bring the Off Season to audiences across New South Wales, Victoria, Queensland, the ACT, South Australia and Western Australia, inviting them to Become a Winter Person with a holiday in Tasmania
Martin Place Metro
Find out more
Learn more about the award-winning Off Season campaign and download our resources for operators.