Some campaigns just hit different. Tasmania’s ‘come down for air’ is clearly one.

Have you seen their ads? Some take TV to a quiet lake. Others chortle with birdsong mid-podcast. This one for the ‘Off Season’ plastered walls in the Muru Gilgu tunnel that connects Sydney’s Metro’s North and South Towers. And it was a full experience.

Let’s unpack what everyday Aussie businesses can take from this digital signage activation.

Celebrate an objection

“Heading to Tassie are ya? Better not be in winter.”

This is the consensus from non-snow travellers among us.

Instead of speaking to the crisp autumn, vibrant spring or fresh summers of Tassie, Tourism Tasmania embraces the very essence of Tasmania’s signature extreme – winter.

“In Tasmania, winter isn’t something we wait out, it’s something we embrace,” says Lindene Cleary, Chief Marketing Officer, Tourism Tasmania.

The team created a campaign in partnership with oOh!Media and Starcom to create a full winter gallery for their ‘Off Season’ activation.

Empowered tip: what’s a preconception customers or clients have about your business or company? How can you tackle it head on to shape the conversation?

Consider your screen’s location

We love the transformation of an everyday space, like a dirty transport corridor.

Their chosen location happens to be one of Sydney’s busiest commuter spaces.

It’s naturally chilly, totally on-brand for the campaign. How clever.

We may not all have the Tourism Tasmania budget to take-over 52 metres of a station.

But are any of your screens installed in a position that you could have some fun with?

Some ideas might be:

• By a lift or escalator: Play with movement, direction, goingup/down or where people are headed
• Near an entrance: Welcome people in, react to the weather orset the mood for what’s ahead
• Along a walkway or corridor: Create content that unfolds aspeople move through the space
• Near a window: Connect the content to what’s happeningoutside - weather, daylight, season or time of day

Tell a story, create an action

Tourism Tasmania’s Off Season campaign features winter moments in black and white.

It shows many ways people enjoy winter in Tassie.

Trains. Starry skies. Even swims.

Every image has an art gallery-esque plaque, and a link to a bookable offer or event.

“...Making it easy for commuters to try their hand at becoming a winter person themselves,” Lindene Cleary notes.

Some ideas to consider:

• Can your screens sync up forstorytelling?
• Do you offer a next action or related link on signage?

It can sound on-brand too

This Off Season campaign is accompanied by a layered soundscape.

Wind, waves and wildlife.

This gives the whole campaign that calm, down-to-earth Tassie feel.

A signature soundtrack is an easy, but effective way to amplify your signage.

Empowered tip: Many digital signage integrators will also handle Audio Visual setups.

Want to give your campaign the Tourism Tassie touch?

Give it up to Tourism Tasmania. This Off Season campaign is inspo maximo.

Keen to make a big impact with your next campaign a la Tourism Tasmania? We’ve got you.

Here’s a handy checklist of action points:

• Choose an objection as your topic
• Consider your screen’s location
• Tell a story, create an action
• It can sound on-brand too

Try Fusion Signage for free today.

No credit card. No coding. No hoops (well, there’s the hoola if you’d like to join).