Thredbo radio
A series of radio spots to promote Thredbo’s unique selling points and reassert its reputation as a party-town.
Thredbo Winter Games
Challenge: How do we increase brand awareness and sell Thredbo Gold Medal ski passes during the Australian summer?
Solution: Keep Thredbo top of mind by associating the brand with the Vancouver Winter Olympics.
Idea: Offer alternative commentary on the Winter Olympics, with a twist for the Thredbo audience.
Execution: We created a character, Steve Downhill, who embodied the Thredbo spirit and tone of voice: cheeky, irreverent, shocking and delightful. We then produced daily videos giving a wrap-up of the previous day’s Winter Olympics news – Thredbo style.
- Videos were placed beside genuine Winter Olympic news on Yahoo!7 (examples below).
- A website introduced Steve and hosted the videos.
- Facebook page.
- Twitter feed.
- Banner campaign promoting ski passes.
Results:
- Over 400 million impressions
- Over 130,000 unique views
- 25% above average interaction rates
- 300% return on investment
Above are the first three Steve Downhill videos. If you'd like to watch the rest, you can do so at the following links: