Problem: Low visitor levels and poor brand health measures.
Solution: In 2008 a communication strategy and creative direction was developed to revitalise the Mt Buller brand and build the perception that the mountain is a place to have fun and be challenged. Traffic created a ‘time and place’ campaign designed to attract ‘real’ skiers to the mountain. The campaign was based on capturing the moments ‘real’ skiers experience on a mountain that make them ‘Be on top of the world’.
The ‘Be on top of the world’ campaign was easily adapted across all communication channels including collateral for both summer and winter seasons. In addition to the local communication activity Mt Buller successfully applied the campaign to the emerging international markets such as India, the Middle East and China.
Results: 28% increase in visits to Mt Buller.