Off Season's bold Sydney takeover
Why Martin Place Metro, why now?
The Off Season works because it looks and feels different from every other tourism campaign in the market. Being consistent with our distinctive message and creative identity, delivered in the right places at the right times, helps build and maintain awareness of Tasmania as winter holiday destination with a difference. Martin Place Metro offered one of the busiest pedestrian corridors in the country with an estimated audience reach of almost 2 million a month. The location posed a unique opportunity for us to tell the story of the Off Season in a bold, creative and engaging way.
Live dates for the Martin Place Metro installation are 29 June to 26 July.
More Off Season in more places
The installation is one part of the broader Off Season campaign. It sits alongside advertising across free-to-air television, YouTube, video on demand, cinema, radio, podcasts, Spotify and high-traffic outdoor locations. The campaign is also supported by paid partnerships with Broadsheet, Design Files and the Today Show, earned media coverage, and content across Discover Tasmania and social media channels.
Together, these channels bring the Off Season to audiences across New South Wales, Victoria, Queensland, the ACT, South Australia and Western Australia, inviting them to Become a Winter Person with a holiday in Tasmania
