Tourism Tasmania has partnered with oOh!media and Starcom to deliver an Out of Home (OOH) experience, transforming Sydney’s Martin Place pedestrian tunnel into a multi-sensory winter gallery for its latest ‘Off Season’ campaign.
Spanning more than 52 metres through the Muru Giligu tunnel, which connects Sydney Metro’s North and South Towers, the space has been reimagined as a cultural moment.
The creative installation features black-and-white portraits capturing real winter moments from across Tasmania, showcasing the ways people experience and embrace the off season. Each image is individually lit and paired with exhibition-style plaques, to create the feeling of moving through a contemporary gallery.
A layered soundscape of wind, rolling ocean swells and native wildlife adds depth to the experience. Warm lighting, illuminated entry points and grassed flooring guide commuters through the space.
“In Tasmania, winter isn’t something we wait out, it’s something we embrace. The Off Season is our invitation to mainlanders to come down and do the same. Working with oOh!media, 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,” said Tourism Tasmania chief marketing officer Lindene Cleary.
“Creative dominations in premium metro and rail environments are redefining how Out of Home connects with daily commuters. The expertise of our POLY team was central to this collaboration with Tourism Tasmania, bringing together technology and storytelling to elevate this high dwell space into a more engaging audience experience that delivers unmissable moments in Sydney’s CBD,” said oOh! chief revenue officer Mark Fairhurst.
“The Off Season is about making Tasmania’s winter felt, not just seen. 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,” said Starcom associate activation director Bianca Mou.
