In Tourism Tasmania’s Off Season campaign, wind-swept capes and rustic timber replace Australia’s usual bright and sunny tourism portrayals. Image: Tourism Tasmania.
Mainland Aussies are being encouraged to “become a winter person” in Tourism Tasmania’s Off Season campaign for winter tourism in the island state.
More than 600 events and special offers are available as part of this year’s campaign, which flips Australia’s usual tourist image on its head for a unique winter strategy to appeal to domestic visitors.
“Now in its fifth year, the Off Season campaign encourages Australians to reimagine their winter holidays,” Premier and Minister for Tourism Jeremy Rockliff said.
”Winter is not a season to escape from – it’s a chance to feel rejuvenated and restored, and Tasmania is the perfect place to embrace the season.
“We know travellers are looking for unique experiences and with more than 600 Off Season activities to choose from, there is something for everyone in Tasmania this winter.
“One in eight Tasmanian jobs are supported by the tourism industry, making it an integral part of our economy and communities.
“The campaign drives visitation to our regions, and I want to commend all the operators involved.”
The campaign has included taking over Martin Place in Sydney with advertising to remind people in the heart of Australia’s biggest city that peace and natural beauty are just a short flight away.
The Tourism Tasmania initiative focuses on cosy places to stay, the natural beauty of the state, music and food festivals, as well as retreats.
Australian tourism campaigns usually feature sun, surf and sand but Australia’s coldest state is placing the focus on cosiness and the magic of winter in one of the country’s most pristine natural locations.
Tourism Tasmania CEO Sarah Clark said: “We will also be partnering with airlines and trade partners to further drive bookings – including supporting airline seat sales and self-drive packages, which give visitors the opportunity to explore the state’s many regions by car on an ultimate winter road trip.”
Off Season is also partnering with big names in Australian entertainment, such as Hamish and Andy, and SBS and travel magazines, to tell Tasmanian stories to generate interest in the Apple Isle.
