Digital media combined with the clever use counterintuitive thinking is the core of the 2012 campaign for Australia's peak snow tourism body, Snow Australia.
Following Roller's 2011 campaign for the organisation, which triggered a 500 per cent jump in online bookings, Snow Australia wanted to attract a totally new audience for 2012; people who've never been to the snow.
Roller's solution was deceptively simple, when you think about it. Play to Snow Australia's strengths and concentrate on those who already go to the ski fields. Why? Because research shows that first timers are predominantly brought to the snow by those who already go. Start talking to them about introducing their friends, partners and family and you'll actually get to the people you need to through the pure power of word of mouth.
The resulting campaign across Facebook, Instagram and the web is now generating conversations, maximizing Snow Australia's media spend and getting results.