More than one in five Australians had never seen the snow. We needed to change that.
Focusing on first-timer families, we created a campaign in which the kids were the hero via a piece of video content that played on the sweet naivety, excitement and imagination of children who had never seen the snow before. It captured the hilarious moments when children tried to explain something they knew very little about. Coupled with a social media and PR campaign targeting first-timer families, we officially launched the winter season via an event where media and influencers were given the opportunity to snowboard with resort ambassador, Torah Bright via bespoke virtual reality goggles.
Content views (CPE >$0.02)
Of families entertained
Olympic Gold Medalist
Impressions across social media
Earned media reach
Page views on promotion microsite