Tourism Tasmania’s new campaign with Broadsheet urges people to visit the state when things get crazy, weird and wonderful
Broadsheet Media is launching its first black and white customer campaign to support Tasmania’s ‘off season’, as well as the first special edition of a full-size travel paper.
The printed paper will be available free of charge at select cafes, restaurants, bars, shops, Virgin airport lounges and hotels in Melbourne and Sydney this week.
The partnership with Tourism Tasmania is designed to inspire Broadsheet audiences to travel to Tasmania during the low season. We invite them to Tasmania at a time when things get wild and weird and wonderful, and during the darkest depths of the Australian winter, Tasmania comes alive.
To celebrate and do something out of the ordinary, Tourism Tasmania’s off-season highlights the light and dark of the season with an all-black and white campaign. Building on this black and white campaign, all articles, videos and print content for Tourism Tasmania on the Broadsheet platform will be in black and white.
Commenting on the print edition, Broadsheet founder and publisher Nick Shelton said, “Welcome to a special edition of Broadsheet, all about Tasmania. Although only a short walk from the mainland, the island has always had a certain remote allure about it, promising to show us a rawer, wilder and more basic version of the Australia we know and experience every day. . At least, that’s my experience on every visit.
Much of this is down to geography: the clear, wide rivers; ancient gnarled forests untouched for 2000 years; and the desolate berries the color of icy steel. But it’s also about people – people who have found conditions and opportunities only available in the south and seized them with both hands. And these are the people we focus on for this issue, published in partnership with Tourism Tasmania.
In addition to the print edition, the campaign includes a three-part video series produced in Tasmania and created to inspire Broadsheet audiences to cross Bass Strait to experience it for themselves. The cinematic black and white films take the viewer on a scenic flight into Tasmania’s most remote national park with Par Avion tour guide Greg Wells, an insight into Tasman’s sea salt production with farmer Alice Laing and a dive in some of Australia’s cleanest national parks. and the coldest water with Wim Hof instructor Piet Blokker.
Emma Terry, Marketing Director of Tourism Tasmania, said: “We are delighted to partner with Broadsheet to showcase Tasmania’s off season. Tasmania offers a different kind of winter vacation, something you have to dive into to truly appreciate. The off season is packed with interesting events and experiences and invites you to embrace winter without escaping in a truly Tasmanian way.
Starcom Account Manager Sophia Roche-West said, “Starcom is thrilled to partner with Broadsheet on the launch of their first-ever travel journal, dedicated to Tasmania off-season travel! A truly unusual partnership, all in black and white, with content illuminating Tasmania’s unique experiences that will ‘fill your soul’ this season. To redefine winter, a daring market was needed first!