Mount Hotham
Boosting tourism digitally
Services
Strategy
Digital
Social Media & Content
Production
Media Planning
Growth Marketing
Sector
Destination
Marketing
From third place to number one choice.
Mount Hotham faced a steep climb. For years, its branding leaned heavily on high-performance messages and styling inspired by the northern hemisphere. But with Australians increasingly drawn to the allure of cheap flights to ski destinations in New Zealand and Japan, it became clear that a fresh approach was needed. Amid tough competition from both domestic resorts and international hotspots, Mount Hotham had to find its unique voice, a way to stand out and reconnect with its audience by emphasizing what makes the Australian alpine experience truly special.
Mount Hotham embraced a bold new identity, “Australia’s True Alpine Spirit,” celebrating its raw beauty and adventurous energy beyond just performance skiing. A 10-month, multi-channel campaign brought this vision to life with stunning imagery of the mountain across all seasons, capturing skiing in winter and alpine culture in warmer months. Long-format films, digital content, and an interactive personality profiler engaged visitors, inviting them to discover their inner explorer. By uniting private stakeholders and sharing an authentic Australian Alpine experience, the campaign repositioned Mount Hotham as a year-round destination, attracting both seasoned adventurers and new visitors with its unique charm.
