2025 All Resorts Winter Marketing Campaign

ARV has launched a collaborative winter campaign for 2025 to help attract more visitors to Victoria’s alpine resorts. The campaign is designed to inspire interest in snow holidays—especially overnight stays—by showcasing the magic of both daytime and night time alpine experiences.

By working together, the alpine resorts have secured additional funding under a new partnership program with Visit Victoria. Visit Victoria has matched ARV’s investment in the campaign dollar for dollar. This partnership has doubled the campaign’s reach and visibility, allowing ARV to promote Victoria’s alpine region more broadly and powerfully throughout the state.

The campaign commenced in May and runs through June to capture early excitement as the snow begins to fall. It then returns in August and September to keep the momentum going and encourage spring visitation.

People will see the campaign in a variety of high-traffic places. Large digital billboards across Melbourne and at the airport will feature eye-catching visuals. Screens at universities and major shopping centres will also display the campaign throughout the season. On the radio, popular shows like Carrie and Tommy and Fifi, Fev and Nick will include live mentions to help spread the word. Online, the campaign will appear on well-known websites such as news.com.au, Herald Sun, taste.com.au, and Vogue, reaching over a million people in June alone.

For further details contact media@alpineresorts.vic.gov.au.

Page last updated: 06/06/25