Tourism Tasmania.
Tourism Tasmania is inviting Australians to become winter people in a new ‘Winterships’ campaign via HAVAS Red.
The campaign is supported by Starcom, Orchard and BMF.
Many Australians (68%) wish winter away and only a third consider themselves ‘winter people’, according to research by Tourism Tasmania.
“We know Australians don’t love winter, but down here, we know how to do it differently,” said Tourism Tasmania chief marketing officer Lindene Cleary.
“With Winternships, we’re turning the coldest season into the most invigorating one, giving Aussies the chance to trade doona days for devil-sitting and fragrance foraging.
“Off the back of Odd Jobs, we’re once again showing the country that Tassie doesn’t just embrace winter – we make it something to look forward to.”
The campaign uses 10 different Off-Season experiences created by Tasmanian tourism operators.
The campaign features comedian, writer and actor, Celia Pacquola.
HAVAS Red client services director Georgina Thompson said the goal with Winternships was to shine a light on the passionate Tasmanian operators across the state.
“Following the global success of last year’s Odd Jobs campaign, we knew we needed to evolve the idea - and what better way to do that than by inviting Australians to become winter people through a Winternship experience that captures the variety and wonder of Tasmania in winter,” Thompson said.
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