It’s An Altitude Thing: Tourism Snowy Mountains Launches Brand New Summer Campaign

For immediate release: Tourism Snowy Mountains is excited to launch their brand new campaign; “It’s An Altitude Thing”. The major destination marketing campaign aims to drive non-winter visitation to the entire region by promoting the incredible landscape, culture and opportunities for adventure  that abound in the Snowy Mountains.

Playing on the expression “It’s an attitude thing”, the new tagline offers visitors a new kind of holiday; one that challenges and excites all the senses. From cold water immersion in high country rivers, to wild sunrise yoga sessions on top of Australia’s highest mountain, and some of the best and most exhilarating mountain biking and hiking trails, the Snowy Mountains are a destination that empowers you to find your best self.

“This campaign invites people to shift their attitude towards life, to step out of their comfort zone and enjoy a next level adventure in the ‘high country’. There is simply  no other place in Australia that can offer such an elevated experience,” says Christie Hampton, Tourism Snowy Mountains Marketing and Communications Manager. 

The campaign aims to drive traffic to where the audience are exposed to a variety of experiences, deals, accommodation, shopping and food options.

The Campaign A Community Built

Tourism Snowy Mountains relied heavily on some very adventurous members of the community to bring the campaign to life.

Jo Larkin from Bike Betty plays the role of a Sydney mum bringing her family to the region for their first ever summer experience in the Mountains. Jo stepped well out of her comfort zone to take the plunge off a rock into Lake Jindabyne’s very chilly May waters. Jo’s authentic reaction to the jump as she conquered her very real fear of heights,, is a hero moment for the campaign… 

“I’m proud to be part of a local team who truly love the Snowy Mountains and are passionate about everything it has to offer, all year round. The mountains evoke a mindset to give new things a try. I certainly jumped out of my comfort zone, tackling Goat Rock into Lake Jindabyne for the very first time. There were a couple of takes as I grappled with feeling frozen by the height. However, charged by mountain energy I gave it my all and felt totally elated for doing it. It must be an altitude thing!”  – Jo Larkin, Bike Betty

Jason Gammel, owner of REtyhnk Experience, played the role of a Sydney dad to perfection. Having grown up in the Snowy Mountains, he now shares his passion for mountain-based adventure with his young family. With a background in stunt performance, Jase kept the film crew on their toes with his endless enthusiasm and wild manoeuvres.

Inspired by Jo, Tourism Snowy Mountains’ own Marketing Manager, Christie Hampton, quite literally took the plunge into a freezing waterhole near Mt Kosciuszko to show the audience how invigorating this very out of the ordinary experience can be.

From rock star accordion performances (Karl Berchtold), to retro ski boat driving (Jack Glasson) and the lending of a much beloved vintage Toyota Landcruiser (Martin Philpot), “It’s An Altitude Thing” is a campaign very much built by and brought to life by the Snowy Mountains community.

For more information about the brand new “It’s An Altitude Thing” campaign, or to talk to one of our locals please, contact:

Christie Hampton

Marketing and Communications Officer

Tourism Snowy Mountains

[email protected]

Back to Stories