- Initiative invites holidaymakers to embrace off-peak travel in Australia’s South West
- WinterDownSouth.com connects visitors with curated special offers from local operators
- Campaign runs from 1 April to 30 June 2026
Australia’s South West has officially launched its 2026 winter campaign, Dream Deeper: Soak It In, inviting travellers to embrace the quieter, more intimate side of the season.
Running from 1 April to 30 June 2026, the campaign encourages intrastate visitors to experience winter not as something to escape, but something to step into. Where mist settles over vineyards, rain falls softly on tin roofs, and coastal walks lead to long, warming lunches.
Visitors are encouraged to slow down and settle in, with many experiences located close together, making it easy to enjoy the region without travelling far.
The campaign marks the next phase of a long-term approach to growing winter visitation, supporting local operators, and strengthening the region’s appeal during the off-peak season.
“At its heart, Winter Down South is an invitation to slow down and feel more,” said Catrin Pickworth, Chief Executive Officer of Australia’s South West. “Winter reveals a different rhythm, one that invites connection, reflection, and a deeper experience of our landscapes and communities.”
Leading the campaign is a hero video created by Dylan Alcock of West Beach Studio, and featuring an original composition by Margaret River musician Dan White, capturing the mood of winter in the South West. The video can be viewed here.
Complementing this is winterdownsouth.com, a dedicated inspiration hub, created by Busselton digital agency The Box, connecting travellers directly to curated winter offers, experiences, events and accommodation across the region.
Backed by a coordinated mix of digital, social, and print media, including partnerships with Seven West Media, Meta, and Google, the 2026 campaign is designed to convert inspiration into action and place local businesses in front of high-intent travellers who are actively planning winter escapes.
From forest hikes in Pemberton and oceanfront stays in Margaret River, to exploring Albany’s rich maritime history or fireside tastings in the Ferguson Valley, the campaign showcases the full breadth of the region’s winter offering, grounded in nature, flavour, and quiet discovery.
Winter Down South 2026 Campaign will run from 1 April – 30 June 2026.
To explore winter experiences or plan your journey, visit www.winterdownsouth.com