Outdoor ad: Tourism Tasmania: The Off Season

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For the 2024 iteration of Tourism Tasmania’s award-winning ‘Off Season’ campaign, we wanted to change the way Australians view a winter holiday.

Continuing the distinctive black-and-white treatment and with our typically Tassie wry tone of voice, we focused on what it means to be a ‘winter person’.

The campaign features a series of winter ‘heroes’ set against backdrops of unique Tasmanian experiences, from mushroom picking in abandoned railway tunnels or floating on iconic lakes in century old timber kayaks, to live music in underground caves, the Off Season shows how Tasmania does winter like nowhere else in the world.