PR and Content
do things that change things


First Time at Snow
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


Content views (CPE >$0.02)


Of families entertained


Olympic Gold Medalist


Impressions across social media


Earned media reach


Page views on promotion microsite

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