Alpine Resorts Victoria (ARV) kicked off the 2026 all resorts snow campaign, marking the return of the statewide initiative designed to inspire more Victorians to embrace the snow season and rediscover winter as a meaningful, must-do experience.
With a strategic objective of reframing winter for a new consumer mindset, the cooperative project continues its role in 2026 as an awareness initiative, designed to build interest and shift perceptions before consumers enter the decision making and booking phase.
Developed in collaboration with creative agency Disegno Group, the campaign brings together Victoria’s alpine destinations under a unified, emotionally driven platform centred on a simple but powerful invitation to “Let Winter In.”
“With cost-of-living pressures and busy lifestyles, people are increasingly selective about how they spend their time and money,” said Sarah Watt, Head of Group Marketing and Communications at ARV. “The question they’re asking isn’t ‘Can we go?’ but ‘Is it worth it?’ This campaign is designed to answer that.”
While current research shows that discretionary spending has tightened, demand for meaningful, memorable experiences remains strong. The opportunity, therefore, was to position Victoria’s alpine resorts not simply as a destination, but as the way to transform winter into an experience that is emotionally rewarding.
Rather than acting as a traditional tourism call-to-action, the tagline functions as an internal shift inviting audiences to stop insulating themselves from the winter season and instead open up to the experiences it offers and at Victorians’ doorstep.
“‘Let Winter In’ is deliberately simple and evocative,” said Disegno Head of Strategy and Agency Partner, Aaron Turner. “It’s not about pushing people to book or sell a particular product. It’s about changing how they feel about winter from something to get through, to something worth experiencing.”
From the exhilaration of skiing down the slopes to snow-lined villages, après dining to husky sledding and immersive nature stays, the creative highlights opportunities to stay longer, explore more, and engage more deeply with the environment during their snow holiday. Importantly, the work positions these experiences as not just activities, but as a form of escape offering a break from routine and a chance to create lasting memories.
The campaign began rolling out across digital, streaming and out of home channels in April and will continue throughout the season. This approach allows each alpine resort to leverage the broader momentum generated by the campaign, converting awareness into bookings through their own targeted marketing activity.
As Ms Watt concluded: “This isn’t just about going to the snow. It’s about choosing to experience winter differently and restoring winter’s cultural relevance and position the alpine as an essential part of the season.”
A collaborative winter campaign has been delivered across the resorts for decades, recognising that all resorts share common issues and the need to impact similar travel behaviours that can be influenced through marketing. This campaign plays an important role for the alpine sector in placing snow holidays in the consideration set of potential visitors.
ARV continues to play a critical leadership role in strengthening the resorts by driving awareness and demand through a clear, unified strategy that prioritises long-term sector growth. By bringing the alpine resorts together under a shared vision and leveraging collaborative planning, ARV is not only amplifying the impact of individual marketing efforts but also elevating Victoria’s alpine offering as a collective. This coordinated approach ensures the sector remains competitive in its tourism offering, relevant and top of mind, to inspire more visitors to embrace winter and recognise the unique value of a snow experience in Victoria.
2026 All Resorts Snow Campaign - Let Winter In
Page last updated: 21/05/26