Victoria’s alpine resorts are taking centre stage this winter, with snow featuring more prominently than ever in Visit Victoria’s new winter campaign, Come Winter in Victoria. As part of Victoria’s Every bit different brand platform, it highlights the experiences that make a Victorian winter unlike anywhere else.
For the alpine resorts, it is some of the strongest snow exposure the sector has seen, helping create awareness and showcase the mountains as a must-visit part of Victoria’s winter story.
Behind the scenes, Alpine Resorts Victoria (ARV) has been working directly with Visit Victoria to build a strong relationship that has now opened up new opportunities for the resorts to be seen by more people. Importantly, the two campaigns play different but complementary roles in marketing the snow experience. The role Visit Victoria’s undertakes is to generate broader snow awareness and inspiration, speaking to an expansive audience that may be considering a Victorian winter escape, a regional short stay, or a different and unusual experience through the Every bit different platform and Come Winter in Victoria campaign in 2026. The ARV All Resorts Let winter in campaign and the specific resort destination campaigns then take that awareness further down the ‘marketing funnel’ by targeting audiences with a stronger propensity to choose the alpine resorts as a destination to visit, helping convert general interest in snow into trip planning, bookings, and the ideal end game of participation in skiing, snowboarding and other on-mountain experiences.
This activity is resulting in more visibility for the alpine resorts and the snow experiences on offer and more opportunity for consideration and booking a trip to Victoria’s alpine resorts this winter.
ARV, Head of Group Marketing & Communications, Sarah Watt said the increased snow inclusion was an exciting step forward for Victoria’s alpine destinations.
“This level of snow inclusion in Visit Victoria’s winter campaign is a fantastic outcome for the resorts,” Ms Watt said. “It reflects the work that has gone into strengthening our relationship directly with Visit Victoria and creating new opportunities to showcase the alpine resorts to more visitors while also supporting regional visitation and longer stays.”
“Come Winter in Victoria and Let Winter In are highly complementary campaigns. Together, they build excitement for winter in Victoria and invite people to see a snow holiday as an accessible, memorable and unique Victorian experience.”
ARV will continue to work with Visit Victoria and industry partners to build awareness of the alpine resorts and encourage more people to explore the mountains no matter the season.
Marketing Funnel
Marketing moves visitors from broad awareness to booking intent. State and regional campaigns build awareness of Victoria and the High Country, Alpine Resorts Victoria promotes the alpine sector, resorts drive destination consideration, and individual businesses convert that interest into bookings through targeted offers and calls to action.
Page last updated: 16/07/26