SNOWY MOUNTAINS ‘IT’S AN ALTITUDE THING’

CHALLENGE

Tourism Snowy Mountains had the vision to be recognised as the leading ‘all year round’ destination promoting its diverse summer experiences. In February 2022 JimJam Ideas & DMS won the pitch to help them realise this new vision.

Ultimately, we were tasked to launch a new kind of holiday that challenges and excites all the senses. Our market love choice and freedom AND want to get rid of the shackles of convention. They want to feel alive, exhilarated, and a sense of discovery. They’re looking for adventure, something new, and extracting the most out of this exciting new and unique adventure.

With this idea we wanted to explore what effect holidaying in Australia’s high country has on people. We asked the question, what is the Snowy effect?

INSIGHT

Visiting the Snowies shifts your attitude towards life – it’s a place where many people try new things and experiences, often for the very first time – whether it’s first time fly fishing, mountain biking, rafting, rock climbing, yoga in the wild or having a beer with a colourful character, it all has a wildly uplifting and invigorating effect.

IDEA

To bring this to life in an engaging way we creatively twisted the popular expression “It’s an attitude thing” and made it unique to Snowy Mountains by expressing it as – “It’s an altitude thing”.

This gave us creative license to tell a story where people enjoy a next ‘high country’ level experience. No other place in Australia can claim this, because there is no place in Australia like the Snowy Mountains.

ROLL-OUT

The campaign consisted of a raft of 90”, 30”, 15” and 10” video content pieces. The long form videos were created to cut through the digital noise and deeply engage in the personal story.

Radio, outdoor and multiple digital formats including short form video “tasters” as well as banner advertisements and paid social ads across Facebook and Insta were developed, directing the audience to the website.