Case History Database

The Off Season was developed to address one of Tourism Tasmania’s most difficult problems - how to attract visitors to Tasmania in winter, the coldest, darkest time of the year. Emerging from the pandemic, and facing fierce economic headwinds, an island state heavily reliant on the tourist dollar needed to revitalise the industry with a compelling call to the mainland. Australia is culturally hardwired to worship summer, so in winter we hibernate, waiting for it to be over. But The Off Season positions Tasmanian winter as an opportunity to wake up the senses rather than switch off. And the campaign saw dramatic results – with visitors returning over the campaign period to higher than pre-COVID levels and visitor spend up a massive 102%, The Off Season helped to deliver a huge return on investment of an additional $37 for every $1 invested.