Tourism Snowy Mountains is excited to announce that its latest destination marketing campaign, called ‘It’s an Altitude Thing,’ has been shortlisted for two prestigious Mumbrella Travel Marketing Awards. The presentation for the awards will be held on 17 August, 2023.
The captivating 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 crew at Knack Studios. The strategic team from marketing agency Destination Marketing Store (DMS) and advertising agency Leonards Advertising were also instrumental in ensuring the campaign’s overall 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. The tagline has already become part of the common vernacular, proving that the concept is timeless,” expressed Christie Hampton, Marketing and Communications Manager at Tourism Snowy Mountains.
The nomination for Best Use of Content recognizes the campaign’s ability to engage audiences through immersive storytelling. Combining a variety of media platforms including social media, YouTube, Google search and display, 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 eagerly anticipates the event, hoping to secure top honours in both categories. The organisation also passes on a heartfelt thank you to Destination Marketing Store, Leonards Advertising, JimJam Creative, Knack Studios and all those involved in the project:
Tourism Snowy Mountains – Client
Marketing Director – Christie Hampton
Leonards Advertising – Media Agency
Integrated Media and Marketing Director – Geraud Montigny
CEO – Kate Faithorn
JimJam Ideas – Creative
Executive Creative Director – Charlie Cook
Creative Director – Andrew Crocker
Writer – Charlie Cook & Grant McGrath
Art Director – Paul Carpenter
Account Director – Alana Fechner
Strategy – Tony Gordon
DMS – Strategy Team
Strategy and Project Manager- Charlotte Prouse
Director and Strategy – Carl Solomon
Production: Knack Studios
EP – Rob Norman
Director – Nick Sullivan
Producer & Production Manager – Ben Gattegno
Director of Photography – Rob Norman
2nd cam/Drone Operator – Dylan Clarke
Photographer – Tyson Millar
1ST AC – Luke Rodely
Editors – Nick Sullivan & Ben Gattegno
Original Score/mix & sound design – Jonny Higgins
Colourist – Marcus Friedlander
Gaffer – Tommy Keyes
Best Person Electric – Alex Wilson
Runner/Assist – Chris Painter
On-set Props – Jack Glasson
Cast – Sarah Stroczan, Nick Parkinson, Jason Gammell, Mariah Dhar, Jo Larkin, Ashleigh Hampton, Jack Hampton, Karl Berchtold