Broadsheet Media launches its first client campaign in black and white to support Tasmania’s ‘Off Season’, and the first special edition Broadsheet print paper dedicated entirely to travel.
The print paper will be available for free in selected cafes, restaurants, bars, shops, Virgin airport lounges, and hotels across Melbourne and Sydney this week.
The partnership with Tourism Tasmania is designed to inspire the Broadsheet audience to travel to Tasmania during the Off Season. We are inviting them to Tasmania at a time when things get wild, weird, and wonderful, and during the darkest depths of Australian Winter, Tasmania comes alive.
To celebrate and do something out of the ordinary, Tourism Tasmania’s Off Season emphasises the light and dark of the season with a campaign entirely in black and white. Taking cues from 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, devoted entirely to Tasmania. Though it’s only a short hop from the mainland, the island has always had a certain remote allure, promising to show us a rawer, wilder, more elemental version of the Australia we know and live in each day. At least, that’s been my experience on each visit.
Much of that is down to the geography: the clear, wide rivers; the gnarled ancient forests untouched for 2000 years; and the desolate bays the colour of chilled steel. But it’s also about the people – people who’ve found conditions and opportunities only available down south and grabbed them with both hands. And it’s these individuals we’re focusing on for this issue, published in partnership with Tourism Tasmania.”
In addition to the paper edition, the campaign features a three-part video series produced in Tasmania and created to entice the Broadsheet audience to make the trip across the Bass Strait to experience it for themselves. The cinematic, black and white films invite the viewer on a scenic flight into Tasmania’s most remote national park with Par Avion tour guide, Greg Wells, a look into the Tasman sea salt production with farmer Alice Laing, and a plunge into some of Australia’s cleanest and coldest water with Wim Hof instructor, Piet Blokker.
Emma Terry, Tourism Tasmania chief marketing officer said, “We are excited to be partnering with Broadsheet to showcase Tasmania’s Off Season. Tasmania offers a different winter holiday, something you need to dive into to truly appreciate. The Off Season is packed full of interesting curated events and experiences and invites you to embrace not escape winter in a truly Tasmanian way.”
Starcom account director, Sophia Roche-West commented, “Starcom are thrilled to be collaborating with Broadsheet on the launch of their first ever travel edition paper, dedicated to Tasmanian travel during the Off Season! A truly unordinary partnership, that is all in black and white, with content illuminating the uniquely Tasmanian experiences that will “refuel your soul” this season. To redefine winter, a bold market first was a must!”
