A strategic insight to connect with holidaymakers
Nothing Feels Like Snow
30 second television
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.
Using television as a lead medium and heavily supported through digital activity and online social engagement, the creative idea we developed was based on a key insight, ‘Nothing feels like snow’. But rather than rely on the expected images of skiing down a mountain, we brought the concept to life with scenarios that highlighted how much more there was to experience than just the slopes. Creatively the visual cues were very considered and applied with a lush, dream-like feel that invited the viewer to imagine indulging themselves. So very different from the sort of advertising most often associated with snow fields.
Now in its third year, the campaign has helped to stimulate consumer interest in ‘off slope’ activities that were previously less of a focus in the region. As a result, there has been an increase in traffic from new visitors for whom skiing held little interest, whilst not negatively impacting those who only visit for the skiing. ’Nothing feels like snow’ is a campaign that highlights what can be achieved with a clear understanding of the target audience and a subtle creative touch.
The campaign was awarded Bronze for Innovation in Cross Media Marketing at the 2019 Steve Awards (Asia Pacific).
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