Snow Victoria
Nothing feels like snow.
A strategic insight to connect with holidaymakers.
Snow Victoria is the consumer facing brand of The Alpine Resorts Co-ordinating Council (ARCC). It is used to promote snow holidays to Victoria’s seven major alpine resorts of Mt Buller, Mt Stirling, Falls Creek, Mt Hotham, Dinner Plain, Mt Baw Baw and Lake Mountain. By consolidating marketing spend under this umbrella brand, all resorts share in the benefits of promoting activities, facilities, accommodation and special deals.
The key insight identified in research was that the Alpine Region had to be more than just about skiing for the target groups of the campaign. In fact, many possible visitors were put off at the thought of skiing, considering it both an expensive and potentially risky activity. Accordingly, our brief was to develop a memorable and inviting campaign that would showcase the many other reasons (apart from the slopes) to visit and enjoy a unique getaway that was often more affordable than they thought.
From positioning through to production, I’ve touched on every aspect of Snow Victoria’s campaigns. As part of a team that created the positioning, I’ve also been responsible for the art direction, and heavily involved in the copywriting and output for all media channels – activation, OOH, television and online.
