Tourism Tasmania has partnered with oOh!media and Starcom to convert a 52-metre pedestrian tunnel in Sydney’s Martin Place into an immersive, multi-sensory winter gallery, as part of the state tourism body’s “Off Season” campaign.
The installation runs through the Muru Giligu tunnel at 1 Elizabeth Street, connecting Sydney Metro’s North and South towers, one of the CBD’s busiest commuter corridors.
The creative execution
The space features black-and-white portraits depicting real winter moments from across Tasmania, individually lit and paired with exhibition-style plaques designed to evoke the feel of a contemporary art gallery rather than a transit corridor.
A layered soundscape combining wind, ocean swells, and native wildlife has been added to the space, alongside warm lighting, illuminated entry points and grassed flooring intended to guide commuters through the installation.
Each portrait links to a bookable offer or event, connecting the campaign directly to travel bookings.
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Executive comment
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 in one of Sydney’s busiest commuter spaces, featuring portraits of real winter people from 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!media, 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.”