CHEERS TO…OFF SEASON
Cheers to Tasmania's Off Season campaign.
Now in its sixth year ‘Off Season’ is, quite frankly, a masterclass in backing a point of view and sticking to it.
Because instead of trying to “fix” winter, they've built an entire identity around it. While every other destination is selling sun, sand and escape…Tasmania is out here saying: what if the cold is the point?
The Wes Anderson-esque, kooky cinematic feel isn't just aesthetic - it's signalling. This isn't a budget break or a last-minute deal. It's deliberate. Moody. A little bit strange. Entirely on purpose.
“Become a winter person” is an invitation to opt into a whole personality.
And the smartest part? The product actually backs it up. Hundreds of winter-only experiences, designed specifically for the season, not squeezed awkwardly into it.
It's a world-building exercise masked as a six-year long campaign.
And a very, very good reminder that tourism doesn't have a product problem, it has a positioning problem.
This piece first appeared in Excessive Consumption - a weekly dispatch on culture, branding, politics and whatever other modern internet brain rot the algorithm has emotionally assigned me that week.
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