Tourism Tasmania: Kuuma

Tourism Tasmania is inviting Australians to not just embrace winter but unlock a new version of themselves and 'become a winter person' in the fifth iteration of its 'Off Season' campaign creatively executed with BMF Australia.The campaign uses portraits of local ‘winter people’ and new retail-focused executions showcasing ready-to-book experiences. Highlighting Tasmania’s distinct approach to winter, the campaign builds on the idea that the Off Season is more than just a holiday - it’s an opportunity to spend winter wide-eyed, not half asleep.