1. Your Midweeker Offer is Only as Strong as Your Story
A simple “20% off” won’t turn heads if it’s buried in generic messaging. A compelling narrative can turn an off-peak offer into must-book territory. Our “Cheeky Midweeky” campaign for the Grampians is a perfect example—it transformed winter midweek stays into a hot property. Find what’s truly unique in your region this winter—misty mornings, crackling fires, or that perfect quiet forest hike—and turn it into a story visitors can’t resist.
Tip: Use strong visuals and language grounded in place to make your offer resonate.
2. Weather-Proofing Your Brand Matters More Than Weather-Proofing Your Rooms
Grey skies don’t stop guests—they just shift the vibe. Rather than apologising for winter rain, lean into it. Snug cabins, steaming mugs of cocoa, moody landscapes—these are exactly what people crave in winter. When your brand feels warm and inviting regardless of the forecast, you’ll stand out.
Tip: Curate messaging and visuals to highlight those cosy, indulgent winter vibes.
3. Hero Content Drives Bookings (Especially if It’s Misty)
Winter is your chance to create content that stops the scroll: foggy hikes, dogs in scarves, fresh bread straight from the oven. Atmospheric visuals capture winter’s magic and spark bookings, even in quieter months. Investing in this kind of content pays off.
Tip: Work with local photographers or creators who know how to capture these moody, immersive moments.
4. Locals Can Be Tourists, Too
Off-peak is the perfect time to target locals within a few hours’ drive. Many visitors aren’t looking for a big trip—they’re after a “getaway that’s not too far away.” Position your offer as the perfect local escape and watch bookings pick up.
Tip: Emphasise proximity in your ads. Phrases like “closer than you think” resonate with visitors seeking an easy winter trip.
5. Data-Driven Decisions Win in the Quiet Months
Winter is prime testing ground for tourism campaigns. The most successful operators track what resonates, what converts, and where to focus future efforts. Off-peak campaigns are a low-pressure way to refine your marketing approach and set yourself up for year-round success.
Tip: Use this time to experiment. A/B test headlines, explore video, and track engagement to refine your strategy.
6. Collaboration Builds Momentum
Winter is an ideal time to work together. Cross-promotions with local cafes, galleries, or experiences can create richer packages that speak directly to winter travellers. Sharing audiences and telling a bigger story together drives bookings and visibility for everyone involved.
Tip: Reach out to neighbouring businesses and explore winter packages or co-promotions that celebrate your destination.