A Tourism Campaign That Reframes Winter as the Main Attraction

Tourism Tasmania has launched the 2026 iteration of its Off Season campaign with BMF Australia, continuing a platform that has become one of the most distinctive tourism campaigns in the market. Rather than treating winter as a challenge to overcome, the campaign turns the season into the very reason to visit.

The idea invites Australians to “become a winter person,” positioning Tasmania’s colder months as energising, restorative, and unlike anything else available in the country. This is not a campaign about escaping winter. It is about embracing it.

A Bold Identity Built Around Tasmania’s Off-Season Advantage

The strength of the campaign lies in how clearly it commits to Tasmania’s winter identity. Instead of competing with warm-weather travel messaging, Off Season leans into the perceived negatives of cold weather and transforms them into emotional and experiential positives.

That shift gives the platform a strong strategic edge. Winter becomes something bold, off-beat, and even magical. It allows Tasmania to stand apart from more predictable tourism advertising and claim a travel space that feels both exclusive and deeply atmospheric.

A Visual System Designed to Stand Out

The 2026 campaign uses visually striking black-and-white portraits of “winter people” layered with neon-green copy. The contrast immediately separates the work from the more polished, colorful, and traditional imagery often used in destination marketing.

This design choice reinforces the personality of the campaign. It feels unconventional, confident, and modern, while helping the message cut through in a crowded tourism category. The visual treatment is not only memorable, but also aligned with the idea that Tasmania in winter offers a different kind of travel energy.

From Inspiration to Booking With More Than 500 Offers

A major strength of the campaign is its clear commercial focus. Beyond brand storytelling, Off Season is built to convert interest into bookings through more than 500 seasonal offers and events created in collaboration with tourism operators across the island.

These experiences are not generic additions to the campaign. Many are designed specifically for the cooler months or are only accessible during winter, which adds both urgency and authenticity. This gives the campaign more credibility and makes the seasonal positioning feel tangible rather than abstract.

Experiences That Only Make Sense in Winter

The breadth of experiences featured in the campaign helps define Tasmania’s winter as diverse rather than limited. On one end, there are cosy, indulgent, and even playful experiences such as luxe stays, whisky tastings, mulled cider, and long-table feasts. On the other, there are wilder and more immersive options including deep wilderness expeditions, contrast therapy, floating saunas, and bioluminescence tours.

The campaign also highlights the dramatic atmosphere of Tasmania’s long winter nights, using that environment to showcase dark-sky cruises, nocturnal wildlife encounters, stargazing, and storytelling experiences. This creates a richer tourism proposition, where winter is not just a backdrop but an active part of the product.

A Platform That Turns Seasonality Into Differentiation

What makes Off Season especially effective is that it treats seasonality as a competitive advantage. Instead of trying to minimize what makes Tasmania different in winter, the campaign uses that difference to create a stronger brand position.

That is why the platform continues to work. It gives Tourism Tasmania a distinctive voice, a clear emotional territory, and a practical reason for people to book. In a category where many destinations compete on familiar ideas of relaxation and scenery, Tasmania chooses to stand for a colder, bolder, and more memorable kind of escape.