Embrace the cold.
Tourism Tasmania is celebrating its bold winter identity, celebrating those who embrace the cold rather than endure it in a campaign via BMF Australia.
The campaign aims to convert inspiration into bookings through more than 500 Off Season offers and events.
The integrated campaign will roll out nationally through paid, earned, digital and trade partner channels, in collaboration with agency partners BMF, Starcom, Orchard and Havas Red.
The paid campaign will run across free-to-air television, video-on-demand, digital, social media, out-of-home advertising and media partnerships in New South Wales, Victoria, Queensland, South Australia, Western Australia and Tasmania.
Tourism Tasmania chief marketing officer Lindene Cleary said the 2026 campaign builds on the brand platform the Off Season has established over the past five years.
“From the beginning, the Off Season has been about reframing how Australians think about winter – not as something to escape or endure, but something to lean into… preferably with a good coat, a glass of something local, and an unassuming, adventurous spirit,” Cleary said.
“Over time, the campaign has helped cement Tasmania’s Off Season as a distinctly Tasmanian cultural moment – equal parts invigorating, indulgent, quirky and a whole lot of the unconventional and unexpected. While we don’t have the same marketing budgets as some other destinations, we’ve focused on being creative, consistent and distinctive in how we tell Tasmania’s winter story – and that’s where we’ve been able to cut through.”
Cleary said the 2026 campaign builds on the strongest elements of previous years while introducing new creative.
“This year we’re bringing back some of our highest-performing creative alongside new executions – continuing to celebrate the curious, the devilish, the steamy, the nude, the odd and the proudly converted winter people – supported by a broad suite of content that showcases our operators, sparks inspiration and ultimately encourages bookings during the Off Season.”
Tourism Tasmania CEO Sarah Kingston-Clark said Tasmania’s Off Season continues to resonate with travellers seeking distinctive, experience-led holidays.
“This year’s Off Season campaign invites Australians to ‘become a winter person’ – to lean into the chill and become awakened, restored and transformed by Tasmania’s winter,” said Kingston-Clark.
“Experiences are at the heart of the Off Season, and this campaign is a true collaboration with Tasmania’s tourism industry. Operators across the island have created a diverse range of offers and events designed specifically for the cooler months – unlocking moments that are quintessentially Tasmanian and can only be experienced at this time of year.
“There are so many creative and distinctive ways to become a winter person in Tasmania – whether through vibrant and provocative festivals, cosy and quirky escapes and immersive after-dark experiences, or time spent in nature paired with warming whisky and wine, fire-lit feasts, outdoor saunas, hands-on workshops and guided wilderness journeys.
“We look forward to welcoming more Australians to become winter people this year – and to welcoming back the many returning winter converts who have already fallen in love with the Off Season in previous years.”
Tourism Tasmania’s 2026 Off Season campaign will run from March 30 to 31 August 2026.
“Among other things, this year's Off Season campaign introduces nudism, truffles, that face jazz drummers make, glow worm caves and fossicking for sapphires,” said BMF creative director, Rees Steel.
“If those don't sound like a good time to you, you're probably a little dull or serious and I hope things turn around for you.
"Tasmania only gets more Tasmanian in winter and capturing that wild ‘off-ness’ for the Off Season is always a blast."
Campaign Credits
Client: Tourism Tasmania
Creative Agency: BMF Australia
Film production Director: Kyra Bartley
Production Company: FINCH
Stills and Motion production 2024 and 2025
Photographer: Jo Duck
DoP: Jack Birtles
Production Company: ARTBOXBLACK
Stills Production 2026
Photographer: Jesse Hunniford
Production Company: Pork Store Productions
Digital Agency: Orchard
Media Agency: Starcom
PR Agency: Havas Red
