|
Tourism Victoria - Promoting the five Victorian Alpine resorts
The Brief
Tourism Victoria required a campaign to drive visitation to the five Victorian Alpine resorts (Mount Baw Baw, Falls Creek, Mount Hotham, Mount Buller/Mount Sterling and Lake Mountain).
Objectives
- Conceptualise, create and execute a promotional event to drive maximum awareness and generate publicity
for the launch of the Victorian snow season”
- Inform visitors that the region is open for business
- Provide a "hook" to encourage visitors to return to the region in the short term
- Overcome negative perceptions of the region
- Create a sense of urgency - must book a snow holiday now or will miss the snow experience
The Solution
- A large tethered blimp hovered over Federation Square, dropping 25kgs of paper snowflakes to signal that the ‘snow season’
is coming. Eighty of the snowflakes contained instant win prizes.
- Each snowflake would have a URL on it directing people to a website with further information on the 2007 ski season in VIC
- Snowboarders doing tricks on dry slopes and trampolines; the MC, Peter Lazar, generated hype and excitement pre,
during and post the snowflake drop; and roaming promotional staff helped to drive traffic to the site.
- The five Victorian Alpine resorts were all onsite to generate awareness for each of their regions.
- Fox FM street patrol attended on the day to further attract attention and generate on-air hype and awareness.
|
