Dive in to the Off Season.
Leverage the significant reach that Tourism Tasmania achieve with this campaign. Designed to cut through the noise, the Off Season encourages visitors to 'become a winter person' and stimulates visitation during the lower demand period from May to August.
Why get involved?
Tourism Tasmania’s Off Season 2025 campaign is a great way to showcase Northern Tasmania as a must-visit destination when the days are crisp and when we typically experience quieter visitation. By joining the Off Season, you’ll have access to a range of promotional support to help you connect with travellers eager for cozy, immersive experiences—think roaring fires, scenic hikes, and hearty food and wine. This is a prime chance to drive business during the quieter months, boost your brand with increased digital exposure, and make lasting connections with new audiences who’ll ideally want to keep coming back year after year.
Make sure you have an active ATDW profile.
To get involved, you will need to have an active Australian Tourism Data Warehouse listing. ATDW is Australia’s largest tourism online database. It allows Tasmanian tourism operators to easily promote their business on numerous digital platforms that connect directly to consumers.
Listing your business with ATDW is free and allows your business to appear on over 50 websites, including Tasmania’s official travel website and the accompanying mobile app, Discover Tasmania . The website receives over 2 million visits a year from people considering a trip to Tasmania.
It’s a great way to get more free exposure for your business and to engage with the Tourism Tasmania Off Season 2025 campaign. Need help setting this up? Get in touch with Rachel at VNT.
Creating your offer
Add a cozy winter twist to your offerings this season! Whether it's introducing a warming element to your menu, adding a touch of winter magic to your bookings, or getting guests outdoors to enjoy the glow of a fire, the choice is yours to get creative. There is no need to spend big — just tap into your Tasmanian flair for embracing the unique and turning the cooler months into a time of warmth, excitement, and memorable experiences. Let’s show visitors that a bit of cold only adds to the fun! Why not collaborate with a like minded business? Or Use this as an opportunity to trial that idea you’ve had in the back of your mind. Consider leveraging events in your area, or tying in a community project, to warm up our visitors hearts at the same time.
When creating the offer, operators should consider the following:
- Focus on what makes the offer uniquely Tasmanian.
- Does the offer enable travellers to experience what is special about winter?
- Consider the price point – is it right for the target audience?
- Put on your creative thinking cap.
- Consider who the offer is for (e.g. families) and mention this in the description.
- Give the offer a simple and clear title that summarises the experience.
- Make sure the price reflects the total price the consumer will pay for the offer, not the added value.
Now you are ready to submit your offer!
When you’re ready to submit your offer, here are a few things to keep in mind.
- The first two lines of your description are what will show on the listing, when live on Discover Tasmania. So keep it simple, catchy and accurate.
- Have a landscape image ready to include that accurately depicts your offering. Images must be landscape, in colour and must not include any text or logos.
- The submission form will ask for a link to your booking system, which we understand may not be ready so early in the game. If your booking system is not ready, simply include your standard website URL instead, and Tourism Tasmania will get in touch in the new year for a booking link.
- If you don’t use booking software, that’s ok. You will still be able to direct visitors to contact you via phone, email or google forms.
Getting your website & socials ready
A great way to highlight your offer is to create a dedicated landing page on your website and use your own social channels to promote the offer to an audience who are already engaged with you.
If you need to brush up on your digital skills, then don't forget you have up to 4-hours of free coaching available through Digital Ready. The Digital Ready website offers some great resources too.
Do you know someone who is handy with a camera? Don't underestimate the power of good quality images - a standout image could be all it takes to create that emotional buy in from someone, getting them over the line and booking your offer. Here are some tips for taking a great image:
- Make sure the image accurately reflects your offer.
- Use colour images.
- Does the image give off a 'winter vibe'.
- Ensure that it reflects your brand, and the experience.
- Align to your target market.
- Does it convey the right emotion.
- Good lighting or lighting that is appropriate to the offer eg: convey warmth if you're promoting something that is fireside.
- Set the scene! For example if you are showcasing an accommodation offering, make sure the bed is made to the highest standard - no wonky pillows or cushions; bathrooms clean and shiny (no lids up on toilets or poorly hung towels).
- Make sure it is in landscape format.
- When loading the image to your website or socials make sure it is orientated correctly - an image loaded upside down sends a message that the business is sloppy.
- Appropriate resolution - a fuzzy image won't sell your offer.
VNT is here to help you
We hope these tips are helpful and a get you on your way to creating a stand out Off Season offer.
Remember that VNT are here to help and our Industry Development Manager, Rachel is just a phone call or email away. She is ready and able to assist you to brainstorm ideas, connect you with specialised assistance or just be a sounding board if you would like a second opinion.
Our last piece of advice is to GET IN EARLY - don't delay in submitting your offer. You will have the best chance to be considered for inclusion in early marketing activity if your offer is submitted before 13 December 2024.
For more information visit the Tourism Tasmania Corporate website.