MT HOTHAM SKI RESORT
Mt Hotham is the highest ski resort in Australia and has more advanced runs than any other. The brief was to position the mountain as ‘for the more advanced skier/snow boarder’ without alienating those who are at a more intermediate or beginner level and more clearly differentiate it from their sister resort, Falls Creek.
We did a deep-dive interrogation of Australian Skiers on both a psychological and physiological level. One of the clear outcomes was that these individuals were already challenge orientated, and we did not need to encourage them to be this way. This allowed us to concentrate on the real benefit of Skiing Mt Hotham - no matter how good a skier (or snowboarder) you are, you will still be challenged – pushed to your limit - and ultimately come back better from your holiday.
We also identified a rich new market (Wearables) that are highly relevant and desirable to our target audience. These give you the ability to quantify your experience – how fast you ski, how long you ski, where you ski – all recorded in real time so you can review later and compare it with your friends.
The HUD (Head Up Display) technology in some of the latest ski goggles also enabled a natural affinity partnership to be developed between the resort and the goggle manufacturer. This ‘wearable’ display design look & feel formed the foundation for many of our creative executions.
Show someone skiing the many types of terrain on the mountain from their POV, giving real-time measurable stats as you go.
