Marketing the Alpine Resorts
Nothing Feels Like Snow
The ARCC has the lead role for the marketing and promotions of the alpine industry in-conjunction with Tourism Victoria, and it is the lead organisation in the co-ordination and delivery of the state-wide marketing campaign for the winter season.
Snow Victoria was launched in 2014 as the state-wide co-operative marketing campaign to grow visitation to the Victorian alpine resorts by targeting new visitors and converting snow players to skiers/boarders. A key aim was to work closely with resorts and RTBs to ensure consistency of messaging at a state, regional and resort level, thus creating a co-ordinated marketing approach.
In 2015, Snow Victoria focused on building on the achievements and learning’s from 2014 campaign, together with industry input and using preliminary research insights from a recent segmentation research project.
With the completion of the Alpine Resorts Segmentation research and report in March 2015, key insights into priority segments are now available and hence a longer term (3 year) marketing strategy for Snow Victoria has been developed.
Over the next three years, Snow Victoria will primarily focus on influencing a shift in mindset by placing a snow experience in the consideration set lapsed and new visitors.
The campaign aims to motivate, inspire and excite priority segments into seeking more information about ‘their’ snow experience and generating conversion leads for resorts.
Research insights highlighted that our connections with people and places play a pivotal role in our travel choices. This research also verified that many people like to explore ways to create and share memories with their families and friends. So we when we say 'Nothing Feels Like Snow' we portray a range of beautiful and evocative alpine experiences, highlighting the diversity of the Victorian alpine region.