After eight consecutive years as Australia’s Best Ski Resort, Thredbo faced a new challenge: how to keep a legacy brand feeling fresh, relevant and emotionally resonant - particularly after two poor natural snow seasons that had softened demand.
Rather than default to tactical snow reports and price-led promotions (the industry norm), Thredbo’s Still Better set out to rebuild top-of-funnel demand and reassert Thredbo as Australia’s most premium and loved alpine destination.
Our objectives were clear:
Create a unifying platform that could sustain awareness, engagement and conversion across Winter 2025.
Rise above category noise with a confident, distinctly Australian voice.
Built on the legacy of Thredbo’s iconic “Thredbo’s Better” platform, the campaign idea, “There’s The Snow, Then There’s Thredbo”, positioned the brand not as a place you visit, but as a feeling you belong to.
This wasn’t just about reminding Australians that Thredbo is the best.
It was about proving it still is.
The alpine category typically competes on snowfall, price drops and last-minute urgency. We flipped the script.
Instead of chasing short-term conditions, we built a brand platform designed to outlast the weather.
Drawing on archival campaigns like “Thredbo’s Better” and “What Goes On In Thredbo Stays In Thredbo,” we reimagined Thredbo’s cheeky, confident tone for a new era. The creative platform, “There’s The Snow, Then There’s Thredbo”, positioned the resort as more than terrain. It’s leg-burning laps. It’s iconic après. It’s village buzz. It’s community. It’s culture.
And crucially... it’s uniquely Australian.
Every element of Thredbo’s Still Better was conceived and delivered in-house, leveraging the team’s diverse creative, production, digital and PR capabilities. Without major agency spend, we produced:
A hero film that bottled nostalgia with fresh energy, rewarding loyal fans while inviting new audiences in.
A digital-first social series showcasing relatable “Thredbo moments” tailored to segmented audiences.
High-impact broadcast, OOH, cinema and digital placements ensuring omnipresent visibility from metro streets to mountain peaks.
CRM journeys and EDM campaigns engineered to convert emotion into bookings.
On-mountain activations and sold-out après events that physically brought the campaign to life.
A PR strategy that pushed beyond snow media into mainstream and lifestyle headlines.
The biggest challenge? Rebuilding demand off the back of two weak snow seasons while shifting perception from transactional ski resort to premium lifestyle brand.
We overcame this by:
Leading with emotion over conditions.
Maintaining consistent creative across every touchpoint.
Aligning internal teams so the campaign became a rally cry for staff, partners and guests alike.
This wasn’t just an ad campaign. It was a full cultural reset, inside and outside the business.
By owning our voice, leaning into heritage, and executing relentlessly across every channel, Thredbo didn’t just participate in winter marketing. We dominated it.
Every result ties directly back to our objectives.
Reigniting emotional connection & brand recall
Significant uplift in unaided brand recall and preference vs competitors (Quantcast Winter PCA).
+13 point increase in NPS.
Overwhelmingly positive sentiment across platforms.
Capturing new audiences & expanding reach
+301% new users.
+58.56% follower growth.
+165% Monthly Active Users.
Cost per reach for awareness: $0.01.
Driving engagement & sustained awareness
+32% engagement rate growth.
+7.4% increase in impressions.
+46.18% uplift in website traffic.
EDM performance surged: +428% unique open rate, +397% unique click rate.
Converting awareness into action
+84% increase in online conversions.
ROAS: 18,647%.
The campaign drove record-breaking product sales, sold-out après events, and the highest June, July and August visitation in resort history.
Thredbo’s Still Better didn’t just achieve brand awareness, it translated emotion into measurable growth.
In a category driven by snow conditions, we proved brand power wins.
