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Tourism Australia
The Off Season

RAN IN: Australia

CLIENT
Tourism Tasmania

1. Lindene Cleary - Acting Chief Marketing Officer

AGENCY
BMF Sydney *Lead Agency

1. Alex Derwin - Chief Creative Officer
2. David Fraser - Creative Director
3. Casey Schweikert - Associate Creative Director
4. Rees Steel - Associate Creative Director
5. Christina Aventi - Chief Strategy Officer
6. Thomasine Burnap - Planning Director
7. Fiona McLeod - Design Director
8. Stephen McArdle - CEO
9. Edward Hughes - Group Account Director


SUMMARY

The Off Season was developed to address Tourism Tasmania’s most difficult problem – attracting visitors in winter – the coldest, darkest time of the year. Australia is culturally hardwired to worship summer, so in winter we hibernate, waiting for it to be over. The Off Season positions Tasmanian winter as an opportunity to wake up the senses rather than switch off. Our campaign saw dramatic results – with visitors, spend levels and perceptions growing YOY.

CASE VIDEO


Additional Materials:

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Audience: Mass, public

Objectives: Develop, revitalise market (category growth), Gain new customers