Snow Australia was an initiative of the Australian Ski Areas Association, it was funded by the major tourism organisations and commercial resort operators. As Marketing lead, we crafted, directed and executed the strategic plans for our yearly campaigns, with a predominant focus on digital marketing. It was our responsibility to draw new and lapsed markets to the snow regions to increase visitation and participation in snow sports.
In 2012 and 2013 the campaign was content focused, our objective was to bring to life the “Snow Experience” for the first timers across our targeted categories and through a multitude of channels.
The creative was “You Never Forget Your First Time”, an experience that every skier, snowboarder or first time to the snow; never forgets.
We managed every component from the planning, creative, media buying, website development and content management, PR, social channels, community management, production of content and filming two half hour shows for channel Nine as well as a Getaway segment. The creative and the media strategy was focused on the following audience segments: Start A Family Tradition(families), Take A Mate (friends) and Snowmance (couples) and we utilised display and video advertising, paid search, mobile and social to connect and engage with those segments.
To ensure a good flow of video content was produced, we partnered with Volvo to assist with the funding, both Snow Australia and Volvo benefited as the content was delivered to a vast audience across a multitude of screens, which included TV. We always achieved above our KPI’s and in 2013 our key KPI was booking referrals, which was 9,000 and we achieved 22,000.
“Rippling has demonstrated a breadth and depth of expertise across the entire digital landscape and their ability to strategically plan and execute has delivered outstanding results to three campaigns. Snow Australia’s campaign strategy has been very much driven by content and video has played a major role. “They have delivered a true multi screen content experience for the consumer, Rippling has been integral to Snow Australia exceeding well beyond its KPI’s and being a success”.
Colin Hackworth – CEO, Snow Australia
We developed the website using the Komodo CMS.
Video content was critical and we produced over 40 segments across the three seasons that provided a host of information for the first timer to the snow or a specific resort. View the YouTube Channel.
TV Shows - We produced two 30 minute shows for Channel Nine, this focused on NSW.
Getaway Segment - Rippling produced this.
Resort Segment – We produced a segment for each of the nine resorts, here is an example Perisher.
150 Years History – In 2011, Australian skiing was 150 years old and we produced a two part series to celebrate it.
Pre rolls – We created eight pre rolls for Snow Australia across three categories: Generic, Families, Friends and Couples, we produced a 15 and 30 second for each and then bought the media space via our RTB platform. This is an example of a 30 second Family pre roll.