TOURISM TASMANIA
John Fitzgerald - CEO
at Home campaign, to support industry and get out and explore the wonderful range of special wintry experiences on their doorstep. The Off Season is an ongoing proposition and we are excited that it is a concept that we can collectively build on year after year. We aim to embed Tasmania in the Australian psyche as a must-do winter holiday destination and make the Off Season part of Australian culture - we want people to immediately think of Tasmania when they are seeking a winter getaway! Our plan is to continue to stimulate demand for travel to Tasmania in the cooler months, smooth out the traditional seasonality and encourage strong visitation all year round. As a state, we have an excellent opportunity to create a strong association between winter holidays and Tasmania andwe hope you’ll join us in getting behind it. How your business can get involved in the Off Season There are a range of resources available for tourism and hospitality businesses to leverage the Off Season campaign on social media and online. We’ve also created a hashtag #TassieOffSeason to increase exposure and help potential travellers find and engage with Off Season content on Facebook, Instagram and Twitter. Encourage your staff, guests, friends and family to share their experiences of your business in winter using #TassieOffSeason to be part of the conversation and gain exposure for your business. To download the industry resources and social media guide visit www.tourismtasmania.com.au. Thank you for your continued support and we hope you have a successful #TassieOffSeason.
The Off Season is calling… Our new winter campaign, the Off Season, is well underway and is inviting visitors to enjoy all that a winter in Tasmania has to offer. The Off Season is one of Tourism Tasmania’s biggest ever winter marketing programs, aimed at supporting tourism recovery following the impacts of COVID-19 and is in market until 31 July 2021. It’s being rolled out across a range of channels including TV, print, social media, radio and outdoor, supported by domestic media and influencer visits. A key part of the campaign is to provide visitors with unique experiences that are exclusive to the winter months, and we’ve had a fantastic response from Tasmania’s tourism and hospitality industry with hundreds of businesses creating special Off Season experiences or offerings around the state. They include everything from a complimentary Hot Gin Toddy, special access to a Raptor hide, two-night wukalina walk experience to encountering baby devils, enjoying mulled wine by an outdoor fire and Sunday night speakeasies. All of the Off Season offers can be viewed at www.discovertasmania.com.au/off-season We’ve also produced The Off Season Guide 2021 to showcase a range of experiences/offers with tips on where to eat, drink, sleep, play and stay, to ensure travellers can make the most of their Off Season holiday. The Guide is available across Tasmania through the Tourism Brochure Exchange network which includes airports, the Spirit of Tasmania and brochure racks in major hotels from 1 June – until 31 August. It was also included in the Good Weekend magazine in The Age and the Sydney Morning Herald on Saturday 19 June. With ongoing border disruptions impactingmany in the industry, Tasmanians are also encouraged to embrace our Off Season as part of the Make Yourself
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