Tourism Tasmania offers one SG resident a chance to swap heat for a ‘Winternship’

Tourism Tasmania is turning up the cool with a new campaign that invites one Singapore resident to swap the city’s heat for a bespoke six-night “Winternship” on the island.

The stunt marks the first time the tourism body has extended its winter campaign beyond Australia. It aims to position Tasmania as a must-visit destination during the cooler months by reframing winter as something to be celebrated, not escaped.

Done in partnership with Trip.com, the “Winternship” offers a curated itinerary featuring a mix of wellness, nature and food-driven experiences. From icy ocean plunges and wood-fired saunas to working farm stays and oyster shucking, the programme is designed to help travellers “learn how to winter well”.

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The campaign is also a play on the growing demand among Singaporeans for cooler climates and immersive experiences during the hottest months of the year, said Tourism Tasmania. The prize includes return flights, accommodation, transport and experiences for the winner and a companion, with travel scheduled between 1 and 31 August 2025.

Singapore’s chosen “Wintern” will join others from Australia who will take on tongue-in-cheek roles such as “Devil sitter” and “Barrel butler” as part of the wider campaign.

“Tasmanians don’t just endure winter, we celebrate it, and we are inviting travellers from Singapore to join us,” said Sarah Clark, chief executive officer of Tourism Tasmania.

“Tasmania’s unique offering has made us a popular travel destination with visitors from Singapore who are looking for easy access to nature and wilderness without compromising on comfort," added Clark.

The campaign also taps into Trip.com’s Trip.Best global rankings list, with bookable experiences featured across the six-night journey, including visits to Bruny Island, Cradle Mountain and Wineglass Bay.

Applications for the Winternship are open from 27 May to 17 June 2025. Entrants must submit in 50 words or less why they want to become Tasmania’s first-ever Wintern from Singapore.

The campaign forms part of Tourism Tasmania’s broader winter strategy, anchored by its long-running "Off season" initiative which encourages Australians to “become a winter person”. Now in its fifth year, the campaign aims to reframe Tasmania’s cooler months as a time for creativity, connection and seasonal adventure.

Running until 31 August the 2025 "Off season" campaign features over 600 offers and events promoted across digital, TV, out-of-home and owned channels. Creative agency BMF and media agency Starcom Australia are behind the campaign, which also includes a full takeover of Sydney’s Martin Place and partnerships with Nine, SBS and Southern Cross Austereo.

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