Melbourne independent agency 10 feet tall has unveiled new work for Mount Hotham Resort Management Board (RMB), positioning the ski destination as Australia’s ‘True Alpine Spirit’.
The campaign, which was produced by The Woolshed Co. with sound by Production Alley, was created over 10 months in order to capture imagery of the mountain through all seasons and ensure full participation of the mountain’s many private stakeholders.
From long format films to brand and retail spots, online content, digital, press and radio, the fully-integrated campaign disrupts expectations in order to re-frame the mountain as a destination for the naturally adventurous.
A key part of the campaign will be a social push which encourages Aussies to discover their ‘True Alpine Spirit’ via a personality profiler which ultimately translates as a personal shopper.
Mt Hotham CEO Jon Hutchins said: “Our brand been built on high-performance messaging and northern hemisphere styling. But with low-cost airfares to NZ and Japan now so common, we needed to get back to the core of what makes the Australian alpine experience so unique.
“With 10 feet tall, we identified that as Australia’s highest alpine village (sitting at 1,780 metres on Victoria’s Great Alpine Road) we could be above the bull dust. Up here, the conditions and the people are uniquely and proudly Australian. We needed to embrace that.
“The ‘True Spirit’ microsite has been an integral tool for us to enlist the support of the many partners on the mountain. It proves that this is far more than a brand campaign. It’s a narrative that translates into truly viable commercial propositions for every business on the mountain.”
Murray White, executive creative director at 10 feet tall, said the resulting creative gives the mountain a voice and brings to life the colourful and refreshing views of the many Mt Hotham locals.
“By being frank, honest and open – by actually stating what the people on the Mt Hotham truly believe in – we’re taking a stand for Australia’s mountains and breaking down the perceived limitations of our snow industry to build a far broader and more trans-seasonal approach,” he said.
Agency: 10 feet tall
Executive creative director – Murray White
Creative director – Stuart Black
Art director – Matt Toebelmann
Design – Travis McKeag
Managing director – Joseph Meseha
Strategy director – Magnus Nilsson
Client services director – Pia Moore
Senior account manager – Alex Williams
Production company: The Woolshed
Director – Richard Hughes
DOP – Brad Francis
Producer – Dave Christison
Production manager – Paddy Mithen
Sound: Production Alley
Sound design – Rodney Lowe
Assistant sound design – Pat Devlin
Audio producer – Jess Lehman
Client: Mt Hotham RMB
CEO – Jon Hutchins
Operations manager – KJ Raymond