The Victorian Government works closely with 7 commercial ski resorts in Victoria to jointly market them as a visitor experience and destinations to build preference for a snow holiday with interstate and intrastate visitors.
The ski resorts are highly active in the marketplace for their core markets of regular skiers and first timers. The challenge was to speak to markets of lapsed skiers, people who had been previously, but not in the last 5 years. A range of barriers exist to being able to attract them back to the snow including perceived value, snow quality and better international options.
Research identified that there was a market which could be persuaded to visit the snow, but they weren’t necessarily interested in skiing the whole time. They were more interested in the range of alpine experiences and connection with their family during a visit.
We set about creating a completely different message for the marketplace focussing on the emotional connection between family members visiting the snow, and the range of off slope experiences in the snow, apart from just skiing. This was then executed through a range of digital channels, including website and social media as outlined below:
developed 3 year marketing program strategy
design of creative concept and execution
plan and implement strategies to increase visibility of the brand and it’s developments
website redevelopment and landing page solution for lead generation across all 13 developments with integration of existing CRM.
strategy development, implementation and management across Facebook, Youtube and Instagram.
planning and execution of significant online ad campaign