Tourism Tasmania partnered with oOh!media and Starcom to deliver a bold Out of Home (OOH) immersive experience, transforming 1 Elizabeth, 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 curated cultural moment in the heart of one of the city’s busiest commuter hubs.
The creative installation features striking black-and-white portraits capturing real winter moments from across Tasmania, showcasing the many ways people experience and embrace the Off Season. Each image is individually lit and paired with exhibition-style plaques, creating the feeling of moving through a contemporary gallery rather than a transport corridor.
A layered soundscape of wind, rolling ocean swells and native wildlife adds depth to the experience, while warm lighting, illuminated entry points and grassed flooring subtly guide commuters through the space.
The result is a high-impact creative execution that demonstrates how premium OOH environments can be used as platforms for storytelling at scale.
Lindene Cleary, Chief Marketing Officer, Tourism Tasmania said, “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.”
Mark Fairhurst, Chief Revenue Officer, oOh! said: “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.”
Bianca Mou, Associate Activation Director, Starcom said: ‘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.’
