The ‘Become a Winter Person’ campaign, uses portraits of local ‘winter people’ and new retail-focused executions showcasing ready-to-book experiences. Highlighting Tasmania’s distinct approach to winter, the campaign builds on the idea that the Off Season is more than just a holiday – it’s an opportunity to spend winter wide-eyed, not half asleep.

Tourism Tasmania partnered with Starcom Australia to deliver the media buy. The channel mix involves high-reaching TV and OOH, including a takeover of Sydney’s Martin Place Retail Precent, alongside a focus on platforms that will drive consideration towards the winter exclusive offers and events.