Mt Hotham Ski Company and APN Outdoor have joined forces to bring the magic and excitement of Australia’s “powder capital” to the streets, freeways and rail networks of Melbourne.

The two have launched an innovative advertising campaign featuring live snow cam reports on digital billboards and the XtrackTV network around Melbourne.

Working together the duo have created a custom microsite that will house the live snow cams, delivering weather reports and much more from Mt Hotham around Melbourne.

XtrackTV is a full-motion, audio-enabled, national digital network in Australia, capturing the attention of commuters at a time when they are highly receptive.

The integration of a near-real-time camera feed in the XtrackTV network and on digital billboard is a first for APN Outdoor.

APN Outdoor general manager, marketing, Charlotte Valente, said: “The collaboration between Mt Hotham Ski Company and APN Outdoor is a great example of how technology and creativity can come together to create a powerful and engaging advertising campaign.

“The custom-built microsite enables Mt Hotham Ski Company to have complete creative control, switching between a live camera feed and more traditional creative material to capture the attention of Melburnians.

“This smart, innovative campaign marries creativity, technology and the scale offered by APN Outdoor’s market-leading network of connection points to amplify Mt Hotham Ski Company’s message and inspire consumers,” she said.

Mt Hotham Ski Company senior marketing manager, Glenn Watson, said: “Being the only resort in the Southern Hemisphere above its slopes, we are excited to bring our signature Alpine vistas to the city. By using best-in-class Panomax HD web cam and APN Outdoor technology, we have been able to transport people to the beauty of the Victorian Alps.”