After two years of COVID 19 lockdowns and interruptions, a trip to the snow was back on the agenda for 2022, creating a huge opportunity for Mt Hotham to benefit from the anticipation of a full Australian season.

For Mt Hotham’s 2022 winter and spring campaigns, we developed highly targeted creative across outdoor, digital and radio to drive more visitation and inspire everyone - from Mt Hotham regulars to new snow adventurers - to travel to Australia’s highest alpine village. Building off the ‘Peak’ campaign idea developed in 2021, we wanted to communicate an enticing story around what drives people to the peak and what ‘peak’ means to them - whether that’s peak of the mountain, peak experiences or peak emotions.

Here’s some snaps of it in action:

CAMPAIGN CREATION
CAMPAIGN ROLLOUT
SOCIAL MEDIA