Tourism Tasmania turns Sydney commute into winter gallery

Tourism Tasmania has turned one of Sydney’s busiest commuter corridors into a winter gallery as it continues to sell the state’s colder months as a cultural and travel experience.

The activation forms part of Tourism Tasmania’s latest Off Season campaign and takes over oOh!media's Muru Giligu tunnel at 1 Elizabeth in Sydney’s Martin Place.

Now in its sixth year, the latest iteration of Off Season launched in February and runs through to August.

Spanning some 52 metres through the pedestrian tunnel, the installation uses black-and-white portraits, exhibition-style plaques, warm lighting, grassed flooring and a soundscape of wind, ocean swells and native wildlife to recreate the feeling of moving through a contemporary gallery.

The portraits feature real winter moments from across Tasmania, with each image linking to a bookable offer or event.

Lindene Cleary, chief marketing officer at Tourism Tasmania, said the campaign was designed to invite mainland travellers to experience winter differently.

“In Tasmania, winter isn't something we wait out, it's something we embrace,” Cleary said.

“The Off Season is our invitation to mainlanders to come down and do the same. We've brought that invitation to life as an immersive gallery inside one of Sydney's busiest commuter spaces, using portraits of real winter people across uniquely Tasmanian locations and experiences.

“Each portrait features a link to the bookable offer or event, making it easy for commuters to try their hand at becoming a winter person themselves.”

Bianca Mou, associate activation director at Starcom, said the aim was to make Tasmania’s winter feel immediate for commuters.

“The Off Season is about making Tasmania’s winter felt, not just seen,” Mou said.

“1 Elizabeth Street has allowed us to turn one of Sydney’s busiest commuter hubs into an immersive Tasmanian winter moment, layering scale, sound and storytelling to transport people into The Off Season and inspire them to come down and embrace it for themselves.”