Can a 'winter internship' persuade Aussies to love winter?

Tourism Tasmania has launched 'Winternships', a Tasmanian ‘internship’ experience designed to convert Aussies into winter enthusiasts. Apparently, 68% of Australians would rather fast-forward through winter, and only a measly third consider themselves 'winter people'. A mere 12% feel their best during the chilly season, which Tourism Tasmania sees as an opportunity to change perceptions and encourage everyone to embrace the cold.

The campaign was cooked up by Havas Red, with support from Starcom, Orchard, and BMF. The campaign showcases ten unique ‘off season’ experiences crafted by Tasmanian tourism operators. From babysitting Tasmanian devils to captaining a floating sauna, each ‘Wintership’ experience aims to challenge winter stereotypes and offer a fresh perspective on the season.

The campaign film stars comedian Celia Pacquola, who throws herself into winter adventures like stoking saunas, wrangling devils, prepping farm parties, and mountain biking.

Ten lucky Aussies can apply to win a trip to Tassie to live their Winternship, and for the first time, one Singaporean will score a six-night sponsored winter escape with Trip.com.

Lindene Cleary, Tourism Tasmania’s CMO, says, “We’re turning the coldest season into the most invigorating one—swapping doona days for devil-sitting and fragrance foraging. Tassie doesn’t just embrace winter, we make it something to look forward to.”

Campaign’s take: While winter might not be our favourite season, the idea of turning a dreadful season into something to potentially celebrate is a good one. We particularly like the use of Pacquola to inject dry humour and relatability to the film. Instead of it being a polished ad to showcase a perfectly happy family bonding in a rustic cabin in the woodlands, this unvarnished take is refreshing. Because no one is pleased to jump into a cold river in the dead of winter.