Mt. Hotham reframes Australia’s mountain experience in new campaign via 10 feet tall
It takes a mountain village to raise Australia’s alpine reputation – and that’s exactly what the Mt Hotham RMB has chosen to do with its new 2017 campaign created by Melbourne independent, 10 feet tall.
The campaign positions Mt. Hotham as representing “Australia’s True Alpine Spirit” and 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.
It’s a radical shift for the brand.
Says Jon Hutchins, CEO, Mt Hotham: “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 1780m on Victoria’s Great Alpine road) we could be above the bulldust. Up here, the conditions and the people are uniquely and proudly Australian. We needed to embrace that.”
Says Murray White, ECD, 10 feet tall: “The resulting creative gives the mountain a voice and brings to life the colourful and refreshing views of the many locals we’ve loved working with over the past months.”
From long format films to brand and retail spots, online content, digital, press and radio, the fully integrated campaign disrupts expectations in order to reframe the mountain as a destination for the naturally adventurous.
Says White: “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.”
A key part of the campaign will be a social push which encourages Australians to discover their True Alpine Spirit via a personality profiler which ultimately translates as a personal shopper.
Says Hutchins: “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.”
The campaign was produced by The Woolshed with sound by Production Alley and launches this week.
Agency: 10 Feet Tall
Murray White: Executive Creative Director
Stuart Black: Creative Director
Matt Toebelmann: Art Director
Travis McKeag: Design
Joseph Meseha: Managing Director
Magnus Nilsson – Strategy Director
Pia Moore: Client Services Director
Alex Williams: Senior Account Manager
Production Company: The Woolshed
Richard Hughes: Director
Brad Francis: DOP
Dave Christison: Producer
Paddy Mithen: Production Manager
Sound: Production Alley
Rodney Lowe: Sound Design
Pat Devlin: Assistant Sound Design
Jess Lehman: Audio Producer
Client: Mt Hotham RMB
Jon Hutchins: CEO
KJ Raymond: Operations Manager
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