For years, Mt Hotham’s reputation had been built on high-performance messaging and northern hemisphere styling. But with the low cost airfares to New Zealand and Japan now so common, it was time to get back to the core of what makes the Australian alpine experience so unique. And with a market so full of competitors both domestic and foreign Mt Hotham had the very difficult task of finding its point of differentiation.
As Australia’s highest Alpine village, with proud locals, warm hospitality, snow and terrain for all, we identified Hotham’s brand essence as ‘above the bull-dust’ and brought it to life in a fully integrated campaign that showed Hotham as ‘The True Spirit of Alpine Australia’.
This snow season, the number of visitors at Mount Hotham has grown by 16% (our objective was to achieve 10% growth). Within the same period, Mount Hotham’s key competitor has experienced a 10% drop in visitors.