30 June 2023

Snowys tourism campaign It's an Altitude Thing draws high praise from award judges

| Gail Eastaway
Start the conversation
two skiers atop a mountain

Tourism Snowy Mountains’ advertising campaign It’s an Altitude Thing is a finalist in the Mumbrella Travel Marketing Awards. Photo: Tourism Snowy Mountains.

The ski season may have been a tad slower to kick off for 2023, but overall, tourism in the Snowy Mountains has received a boost due to a clever marketing campaign that has attracted plenty of attention.

The region’s marketing body, Tourism Snowy Mountains, has announced that its latest destination marketing campaign, called It’s an Altitude Thing, has been shortlisted for two prestigious Mumbrella Travel Marketing Awards.

The awards will be presented on 17 August.

The captivating Snowy Mountains campaign has been nominated for the top prize in two categories: Best Use of Content and Breakthrough Destination of the Year.

This impressive campaign was brought to life for Tourism Snowy Mountains by the creative minds at JimJam Ideas and skilfully produced by the team at Knack Studios.

READ ALSO Encouraging signs as more slopes open in high country resorts

Marketing agency Destination Marketing Store (DMS) and advertising agency Leonards Advertising were also instrumental in the campaign’s success.

“We are immensely proud of the visually stunning It’s an Altitude Thing campaign, which drove significant engagement across all platforms and awakened a new audience to the adventures and experiences available here during the non-winter period,” marketing and communications manager at Tourism Snowy Mountains, Christie Hampton, said.

”The tagline has already become part of the common vernacular, proving that the concept is timeless.”

The nomination for Best Use of Content recognises the campaign’s ability to engage audiences through immersive storytelling. Combining a variety of media platforms including social media, YouTube, Google search and display, and radio and outdoor advertising, the campaign told the story of the transformative nature of a Snowy Mountains visit, inspiring a sense of adventure and connection with nature.

Additionally, the campaign has been shortlisted for the Breakthrough Destination of the Year award, showcasing the Snowy Mountains’ growing prominence as a year-round destination for nature lovers and adventure seekers.

The winners of the Mumbrella Travel Marketing Awards will be announced at a gala event at the Sofitel Sydney Wentworth.

Tourism Snowy Mountains is eagerly awaiting the event, hoping to secure top honours in both categories.

Tourism Snowy Mountains is the peak body for destination marketing and tourism business development in the Snowy Mountains region.

The organisation is made up of representatives from major tourism businesses in the Snowy Mountains, along with skills-based directors who work together voluntarily to grow year-round visitation and build the tourism industry.

READ ALSO Angling for a unique fishing trip? New guide a great catch before hitting Snowies

Tourism Snowy Mountains has been in existence for more than 20 years and works to maintain relationships between the local industry and government organisations such as Snowy Monaro Council, Destination Southern NSW, Destination NSW, and Tourism Australia.

As custodian of the Snowy Mountains brand, Tourism Snowy Mountains seeks to enhance awareness and the appeal of the region, increase the brand’s social value, and deliver on the organisation’s vision: “to work collaboratively with industry and government to deliver effective marketing activities and maximise opportunities for Australia’s most desirable nature-based adventure destination”.

Start the conversation

Daily Digest

Do you like to know what’s happening around your region? Every day the About Regional team packages up our most popular stories and sends them straight to your inbox for free. Sign-up now for trusted local news that will never be behind a paywall.

By submitting your email address you are agreeing to Region Group's terms and conditions and privacy policy.