Thredbo & Oz Snow Adventures - Snow Holidays & Broadcast with MMM Grill Team

Objectives

Make Thredbo and Oz Snow top of mind for people interested in a short break to the snow for the current season.
Acquire new customers to snow packages in the 35-45 year old bracket within driving distance.

MMM Grill team radio competition and live on snow broadcast.
6 weeks of radio advertising for Oz Snow packages to Thredbo combined with a competition to win 4 snow packages.
3 versions of radio ads produced highlighting weekend & midweek packages.
Entry via MMM website online on their competitions webpage. Game was a game of skill to tell us in 25 words or less, “What’s your idea of the ultimate snow holiday with friends?”
Live on snow broadcast from 6am-9am Friday on July 18.
Digital execution of creative on partner websites and social media including a funny video of the Grill team’s trip.
High additional amount of free on air exposure from radio chat about the snow from Mark Geyer, Matty Johns and Gus Worland.

An effective campaign for all partners.
Radio reach 480,000 MMM listeners.
Digital reach MMM FB page 153,000 likes.
Digital reach via @tripleMsydney with 10.5K followers.
4,338 hits to MMM competition webpage, 289 entries, 2 winners who received a snow holiday package including lifts, lesson, gear hire, accommodation and breaky, met the MMM Grill team and experienced the live on snow broadcast.
Local snow Ambassadors Stuart Diver and Reggae Ellis also on the show for conversation about Thredbo.
The campaign helped Thredbo to be top of mind for relevant MMM listeners & attracted the older demographic of new 30-45 year old customers.
Oz Snow recorded a 30% spike in enquiry rate overall throughout and following the campaign which helped to drive their end of season sales further for their snow packages to Thredbo.