Tasmania’s tourism body is calling on the mainland to embrace the cold and visit Tassie in the off season.
Tourism Tasmania wants Aussies to help the state recover when the mercury drops to give a much-needed boost to local businesses and operators.
The destination marketing body launched its winter campaign, ‘The Off Season’, in Sydney last week with an immersive event showcasing the state’s finest producers and performers in Centennial Park.
The campaign calls on mainlanders to lose their inhibitions and experience Tasmania when the locals “feast harder, dance longer and embrace the very wilderness that defines them”.
Whether it’s the almighty roar of a pagan bonfire, the hiss of a lakeside sauna, the beautiful mess of a seafood feast or the throb of a festival stage, Tasmania in winter is anything but chill, according to the campaign.
Tourism Tasmania wants to change how Aussies see winter – as a season to embrace not escape.
Evoking a picture of wild-spirited adventure, the campaign aims to encourage visitors to head to Tassie and embrace the island’s weirdness, wildness and wooliness.
“Some people see winter as a time to hibernate and wait for the cooler season to end,” Tourism Tasmania CEO John Fitzgerald said.
“We’re inviting Australians to get off the couch and embrace a wintery holiday in Tasmania.
“Other parts of Australia might endure winter, but Tasmanians have a different way of doing things. We embrace the season like nowhere else – winter is when we thrive.
“Tasmanians revel in the season and get out and about seeking to be enriched, alive and connected.”
Featured image source: Tourism Tasmania