Tasmania is perfectly poised to attract tourists outside summer. This year that is a real advantage. Travel hasn’t been easy for Australians until recently, with restrictions and the Omicron surge.
BMF and Tourism Tasmania are making the most of Tasmania’s opportunity. The campaign, Off Season, aims to redefine how Australians see winter and asks Aussies to embrace it, rather than escape it. Because winter is when Tasmania gets a little more Tasmanian – things get wild, weird, and wonderful. The campaign encourages Australians to refuel their souls in Tassie this winter.
The campaign films and images were shot entirely in black and white by artist and photojournalist, Stephen Dupont, capturing the unique ways Tasmanians embrace the winter season – from the fiery celebrations of the solstice to the bracing cold of an icy plunge.
David Fraser, creative director at BMF, commented, “To celebrate the delightful off-ness of Tasmania, we sought to create a campaign that captures Tassie’s creative Off Season spirit at its best. Because in the darkest depths of Australian Winter, the island state comes alive.”
Emma Terry, chief marketing officer at Tourism Tasmania, added, “We believe Tasmania offers a different winter holiday, something you need to experience to truly appreciate. Through this campaign we remind Australians of all the moments of creativity and inspiration the Tasmanian Off Season has to offer to re-ignite the travel bug, inspire new experiences, and get behind our tourism industry.”
The campaign is running across cinema, BVOD, OLV, OOH, print, audio streaming, digital and social, across Australia.
Credits
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: David Fraser
Associate Creative Directors: Casey Schweikert & Rees Steel
Creative Team: Robert Boddington & Jack Robertson
Head of Art & Design: Lincoln Grice
Design Director: Fiona McLeod
Chief Strategy Officer: Christina Aventi
Planning Director: Thomasine Burnap
Chief Executive Officer: Stephen McArdle
General Managers: Richard Woods & Aisling Colley
Group Account Director: Edward Hughes
Senior Account Manager: Claire Emery
Account Executive: Connor McMurdo
Art Buyer: Basir Salleh
Production Director: Karen Liddle
Finished Artist: Catarina Duardo
Creative Services Director: Clare Yardley
Retoucher: Angus Whalan
PR: Abigail Dawson & Elliott Holohan
Production Company: The Kitchen Creative
Director & Photographer: Stephen Dupont
Executive Producer: Zabrina Wong
Photographers: Jesse Hunniford & Rémi Chauvin
Producer: Grace Quinn
Stills Grade: Shayne Pearce
Post Production: Bantam Productions
Integrated Producer: Holly Whiteley
Edit & Online: Al Moore
Grade: White Chocolate
Sound Production: Rumble
Digital Creative Agency: Clemenger BBDO
Media Agency: Starcom
Website Implementation Partner: Orchard
Client: Tourism Tasmania
