The Victorian Government works closely with 7 commercial ski resorts in Victoria to jointly market them as a visitor experience and destination, building preference for a snow holiday with interstate and intrastate visitors.
The ski resorts are highly active in the marketplace for their core markets, being regularly skiers and first timers. The challenge was set to speak to markets of lapsed skiers – people who had been previously, though 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 that was able to be convinced to visit the snow though they weren’t necessarily interested in skiing the whole time. They were more interested in the range of alpine experiences on offer and connection with their family during a visit.
The team set about creating a completely different message for the marketplace that focused 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.
Marketing planning – developed 3 year marketing program strategy
Creative – design of creative concept and execution
SEO/SEM – plan and implement strategies to increase visibility of the brand and it’s developments
Web development – website redevelopment and landing page solution for lead generation across all 13 developments with integration of existing CRM.
Social Media – strategy development, implementation and management across Facebook, Youtube and Instagram.
Online Advertising – planning and execution of significant online ad campaign
Conversions rate of 13% from campaign interaction to booking on the resorts websites.
- Client Snow Victoria
- Date April 27, 2017
- Tags Tourism
- URL View Project