THE OFF SEASON

TOURISM TASMANIA — 2025

The Off Season rebrands Tasmania’s coldest and least hospitable months of the year as a statewide festival of the unconventional. A bit weird, a bit wild, a bit… ‘off’, rewriting the rules for operators and travellers alike. Seeing 102% of increased spend and 24% increase in total nights stayed.

This year we featured new black and white photography capturing the weird and wonderful experiences on offer. A distinct headline treatment and refined colour palette was used to build more meaning into the OFF SEASON. The campaign roll-out included an increased national media spend and intrastate campaign targeting the Tassie locals to get behind the 4 month Off Season.