Off Season
Campaign Period
02 February - 31 August 2026
Offers Redeemable
From 01 May 2026
Target Markets
NSW, QLD, VIC, SA, TAS
Key Channels
TV, Discover Tasmania, Newsletter
The Secret Bank Society
Jesse Hunniford
Off season
Off Season is a campaign designed to drive visitation to Tasmania during the traditionally quieter months of May to August, supporting the tourism industry year round. It is an invitation to become a winter person with a holiday in Tasmania.
The 2026 campaign will continue to position Tasmania as a winter holiday destination with a difference by showcasing all the offers and experiences that are exclusive to the cooler months.
Become a winter operator
How Off Season works
Off Season is unique because of the collaboration with industry. Every special offer submitted by Tasmanian tourism operators helps strengthen the winter appeal to travellers and bring Off Season to life.
Now in its sixth year, consistency is key to the campaign. We are staying true to the Off Season message to ensure we remain memorable, trusted and effective in building the meaning of a winter holiday over time.
The black, white and neon look of Off Season creates a bold and distinct identity for the cooler months in Tasmania. The look and feel of the campaign ensures we stand out from other destinations, making it easy to be recognised by our audience.
Kelvedon Beach, Swansea
Remi Chauvin
Industry resources
We begun promoting the Off Season in key markets across Australia on 30 March 2026, and we encourage you to promote your offer across your own channels too. We have put together a Promote Your Offer Toolkit to help you amplify your offer.
Inside the toolkit you will find:
- Practical tips to optimise your website, email and social media marketing
- Ready to use templates in Canva for promoting offers or events online
- AI prompts to help you quickly and easily generate captions or descriptions
Event organisers
Winter events and festivals will again feature throughout Off Season marketing activity. If your event is scheduled to occur during the Off Season period of 1 May to 31 August, please create an event profile in the Australian Tourism Data Warehouse.
This allows your event to be found on the What's On and Off Season events pages on the Discover Tasmania website and app as soon as it is approved. If you are unsure about eligibility, please email us at industry@tourism.tas.gov.au
Advertising examples
Come Down For Air
Come Down For Air is the overarching brand platform that underpins our destination marketing.