Alpine Resorts Victoria is officially launching its first-ever all resorts summer campaign this December, marking a significant milestone in the evolution of Victoria’s alpine destinations. This campaign represents a strategic investment in the growth of the green season at Victoria’s alpine resorts, aligning with a long-term vision to create sustainable, year-round alpine experiences and provide greater opportunities for businesses and stakeholders.
Building on the creative direction established for the 2025 Winter program, the campaign transitions seamlessly into summer, reinforcing a unified, year-round identity for the resorts. Investment from each of the resorts has directed the level of exposure throughout the campaign. Falls Creek, Mt Hotham, Lake Mountain and Mt Buller will be showcased to create awareness of the unique beauty and experiences of the Victorian alpine region beyond snow ,inviting visitors to explore, stay longer, and return more often.
The campaign’s core objective is to highlight the industry’s role in fostering memorable life experiences, positioning Victoria’s alpine resorts as a must-visit escape from the everyday. Beautiful alpine imagery to showcase activities, sunrise and sunset vistas, and immersive experiences will feature prominently to encourage extended stays.
A mixed-channel strategy will amplify the message through out-of-home advertising, paid digital channels, and regional press, while the resorts will drive engagement by increasing the use of bookable links across websites, eDMs, and social media—turning inspiration into action through activity and event bookings.
This inaugural summer campaign is more than a seasonal promotion; it’s a bold step toward making Victoria’s alpine resorts a thriving, year-round destination.
Page last updated: 12/12/25