Tourism Tasmania Calls on Travelers to Embrace the Off Season

BMF has created a new iteration of the Off-Season campaign for Tourism Tasmania that encourages Australians to refuel their souls in Tasmania this winter down under and aims to redefine how Australians see winter and asks Aussies to embrace it, rather than escape it.

The campaign was shot entirely in black and white by artist and photojournalist Stephen Dupont, capturing the ways Tasmanians embrace the winter season – from fiery celebrations of the solstice to the bracing cold of an icy plunge.


“To celebrate the delightful off-ness of Tasmania, we sought to create a campaign that captures Tassie’s creative ‘Off Season’ spirit at its best,” said David Fraser, creative director at BMF.

“Because in the darkest depths of Australian Winter, the island state comes alive.”

“We believe Tasmania offers a different winter holiday, something you need to experience to truly appreciate,” said Emma Terry, chief marketing officer at Tourism Tasmania.


“Through this campaign, we remind Australians of all the moments of creativity and inspiration the Tasmanian ‘Off Season’ has to offer to re-ignite the travel bug, inspire new experiences, and get behind our tourism industry.”

The campaign additionally has an OOH component.


Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: David Fraser
Associate Creative Director: Casey Schweikert / Rees Steel
Creative Team: Robert Boddington / Jack Robertson
Head of Art & Design: Lincoln Grice
Design Director: Fiona McLeod
Chief Strategy Officer: Christina Aventi
Planning Director: Thomasine Burnap
Chief Executive Officer: Stephen McArdle
General Manager: Richard Woods & Aisling Colley
Group Account Director: Edward Hughes
Senior Account Manager: Claire Emery
Account Executive: Connor McMurdo
Director / Photographer: Stephen Dupont
Production Company: The Kitchen Creative
Executive Producer: Zabrina Wong
Photographers: Jesse Hunniford & Rémi Chauvin
Producer: Grace Quinn
Stills Grade: Shayne Pearce
Post Production: Bantam Productions
Integrated Producer: Holly Whiteley
Edit & Online: Al Moore
Grade: White Chocolate
Sound Production: Rumble
Art Buyer: Basir Salleh
Production Director: Karen Liddle
Finished Artist: Catarina Duardo
Creative Services Director: Clare Yardley
Retoucher: Angus Whalan
PR: Abigail Dawson & Elliott Holohan

Digital Creative Agency: Clemenger BBDO
Media Agency: Starcom
Website Implementation Partner: Orchard

Client: Tourism Tasmania

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