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Tourism Tasmania Urges Australians to Embrace, Not Escape Winter

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Campaign aims to culturally redefine how the rest of Australia sees winter

Tourism Tasmania Urges Australians to Embrace, Not Escape Winter

Whether it’s the almighty roar of a pagan bonfire, the hiss of a lakeside sauna, the beautiful mess of a seafood feast or the throb of a festival stage, Tasmania in winter is anything but chill. Tourism Tasmania’s ‘The Off Season’ campaign, developed by BMF celebrates the colder, darker months, and everything weird and wonderful that comes with it

Says Thomasine Burnap, group planning director at BMF: “The ‘Off Season’ aims to culturally redefine how the rest of Australia sees winter. It’s an invitation to embrace winter, rather than escape it. In Tassie that’s when the locals feast harder, dance longer and embrace the very wilderness that defines them.”



Says Alex Derwin, chief creative officer at BMF: “The Off Season is a way of encapsulating not just the change of temperature but the change in attitude that happens in Tasmania during winter. It’s exciting to add a new dimension to the Come Down For Air platform and we’re looking forward to seeing ‘offness’ embraced, not just this winter, but in the winters to come.”


Says John Fitzgerald, CEO, Tourism Tasmania: “Some people see winter as a time to hibernate and wait for the cooler season to end. This campaign invites Australians to get off the couch and embrace a wintery holiday in Tasmania. Because Tasmanians embrace the season like nowhere else – winter is when we thrive, get out and about seeking to be enriched, feel alive and connected.”

Tourism Tasmania urges Australians to embrace, not escape winter in new campaign via BMF


The integrated campaign created by BMF includes: TV, Outdoor, Radio, Press and is brought to life digitally by Clemenger BBDO Sydney and media buying by Initiative.

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Creative Agency: BMF

Chief Creative Officer: Alex Derwin

Creative Director: David Fraser

Associate Creative Directors: Casey Schweikert and Rees Steel

Design Director: Fiona McLeod

Chief Strategy Officer: Christina Aventi

Group Planning Director: Thomasine Burnap

Chief Executive Officer: Stephen McArdle

Group Account Director: Edward Hughes

Senior Account Managers: Adam Reeves and India Gates

Head of TV: Jenny-Lee Archer

Agency Producer: Mandy Payne

Director: Justin Kurzel

Film Production Company: Revolver

Managing Director/Co-Owner: Michael Ritchie

Executive Producer/Partner: Pip Smart

Producer: Isabella Vitelli

Post Production: The Editors

Sound Production: Rumble

Art Buyer: Basir Salleh

Creative Services Director: Clare Yardley

Production Director: Karen Liddle

Finished Artist: Catarina Duardo

Client: Tourism Tasmania

Chief Executive Officer: John Fitzgerald

Chief Marketing Officer: Emma Terry

Head of Brand and Content: Lindene Cleary

Brand Creative Manager: Jade Clark

Brand Project Officers: Tenille Daft and Felicity Williams

Agency Village

Creative Agency: BMF

Digital Creative Agency: Clemenger BBDO Sydney

Paid Media Agency: Initiative

Earned Media Agency: The Mint Partners

Performance Media Agency: Reprise

Genres: Scenic

Categories: Government, Corporate, Social and PSAs

BMF, Wed, 19 May 2021 02:57:30 GMT