PR and Content
do things that change things

Thredbo

First Time at Snow
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for brands on a mission
what we needed to change

More than one in five Australians had never seen the snow. We needed to change that.

how we changed it

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.

the impact

500K+

Content views (CPE >$0.02)

100s

Of families entertained

1x

Olympic Gold Medalist

700k+

Impressions across social media

225m

Earned media reach

20k+

Page views on promotion microsite

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