The Off Season is open to just about anything
14 April 2022
Visitors from across the country are invited to refuel their soul this winter with a holiday to Tasmania.
Tourism Tasmania’s Off Season winter marketing campaign returns in 2022 and launches in key domestic markets this Sunday.
The $5.32 million campaign seeks to position Tasmania as a ‘must do’ winter experience and drive visitation over a traditionally quieter period, to support the continued recovery of Tasmania’s tourism industry.
In Tasmania, winter is our best kept secret, a time when the island comes alive and we embrace the season like nowhere else. The 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.
Tasmanian tourism businesses have once again got behind the campaign, developing unique and creative Off Season winter experiences around the state that can only be enjoyed this winter. They include everything from a winter stay in a forest cabin, to a truffle hunt over frosty fields, a cooking class, stargazing session, forest trail riding or a ceramics lesson.
For the first time this year, these special winter experiences are listed on a dedicated Off Season marketplace booking platform as part of the campaign website. The platform enables visitors to plan and book their travel directly with operators and drives greater awareness and understanding of Tasmania’s tourism offering over winter.
The Off Season campaign will be rolled out across a range of channels including cinema, online videos, print, digital and social media, audio and outdoor advertising, supported by strong content and airline conversion partnerships.
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.
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 discover the wonders of winter in Tasmania.
The Off Season campaign commences on Sunday, 17 April. Bookings are available for Off Season experiences via the campaign website for travel between 1 June and 31 August 2022.
For more information on the campaign, please visit: www.discovertasmania.com.au/off-season