Summer is not really Tasmania’s drawcard bit in winter its advantages come to the fore. BMF and Revolver are making the most of that in their campaign for Tourism Tasmania, which uses sound as much as visual imagery – the almighty roar of a pagan bonfire, the hiss of a lakeside sauna, the beautiful mess of a seafood feast or the throb of a festival stage – to attract visitors to The Call of the Off Season.
Thomasine Burnap, group planning director at BMF, stated, “The Off Season aims to culturally redefine how the rest of Australia sees winter. It’s an invitation to embrace winter, rather than escape it. In Tassie that’s when the locals feast harder, dance longer and embrace the very wilderness that defines them.”
Alex Derwin, chief creative officer at BMF, added, “The Off Season is a way of encapsulating not just the change of temperature but the change in attitude that happens in Tasmania during winter. It’s exciting to add a new dimension to the Come Down For Air platform and we’re looking forward to seeing ‘offness’ embraced, not just this winter, but in the winters to come.”
Tourism Tasmania chief executive officer, John Fitzgerald, commented, “Some people see winter as a time to hibernate and wait for the cooler season to end. This campaign invites Australians to get off the couch and embrace a wintery holiday in Tasmania. Because Tasmanians embrace the season like nowhere else – winter is when we thrive, get out and about seeking to be enriched, feel alive and connected.”
The full campaign includes TV, outdoor, radio, press and is brought to life digitally by Clemenger BBDO Sydney with media buying by Initiative.
Credits:
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: David Fraser
Associate Creative Directors: Casey Schweikert & Rees Steel
Design Director: Fiona McLeod
Chief Strategy Officer: Christina Aventi
Group Planning Director: Thomasine Burnap
Chief Executive Officer: Stephen McArdle
Group Account Director: Edward Hughes
Senior Account Managers: Adam Reeves and India Gates
Head of TV: Jenny-Lee Archer
Agency Producer: Mandy Payne
Film Production Company: Revolver / Will O’Rourke
Director: Justin Kurzel
Executive Producer: Pip Smart
Producer: Isabella Vitelli
Post Production: The Editors
Sound Production: Rumble
Art Buyer: Basir Salleh
Creative Services Director: Clare Yardley
Production Director: Karen Liddle
Finished Artist: Catarina Duardo
