Development of the “Snow Victoria” brand and campaign to represent both the commercial and government organizations promoting the snow industry in Victoria. This included complete management of the campaign: strategic planning, brand development, campaign creative, website development and content management, media planning and buying, PR, social management, content production, TV integration plus extensive stakeholder management and reporting.
The creative and the media strategy was focused on first time and lapsed families, friends and couples; we used content as a key driver and focused on story telling. We utilised display, video advertising, paid search, mobile and social, Facebook was extremely successful with a fan base of 11,500 in just 3 months.
Overall, the results have been strong and well above industry benchmarks.
“Rippling managed the marketing and communications for the 2014 Snow Victoria marketing campaign. I found the team to be very strategic and collaborative in the their results focused approach. Always, their primary objective was always to deliver the best result for the campaign and excellent customer service”.
We built the website in WordPress in just three weeks: snowvictoria.com
We produced content both for the campaign and in-season, we created six pre rolls for, three categories: Generic, Families and Friends, we produced a 15 and 30 second for each and then bought the media space via our RTB platform.
Pre rolls – We produced six pre rolls that targeted Families, Friends and Couples with 15 and 30 second ads, we bought the media via our RTB platform, this is an example of the families 30 second pre roll.
Great Season - As it was such a Big start to the season, we wanted to make sure everyone knew, so we produced some in-season content for the YouTube Channel and Instagram. We set up TrueView campaigns to promote the content.
Resort & Overview Segments – We also produced a segment on each resort that provided an overview for the first timer as well as a segment that covered all resorts, we used TrueView to promote these and always achieved a strong CTR.