NZSki is redefining its three mountain brands, The Remarkables, Coronet Peak and Mt Hutt with a campaign that tells the stories of its winter guests.
The 2024 campaign emphasises emotional connections over performance metrics and came after a year of strategic evolution and looking into guest insights.
NZSki Brand Marketing Manager Michaella Smith is thrilled with the outcome.
“In 2023, we embarked on a mission to redefine our three mountain brands through the lens of guest understanding,” Smith says.
“This led to a fundamental shift in our marketing strategy, with a renewed emphasis on brand storytelling aimed at resonating with our audience on a deeply personal level. We’re now committed to a brand-centric marketing strategy.”
Central to the campaign are three brand videos, each crafted to breathe life into the essence of the mountains. These were filmed by Down Under Diaries and BlackbirdNZ.
At Coronet Peak, the timeless magic of shared moments is celebrated with the brand ad, echoing the promise of ‘Good Times since 1947’. Through a heart-warming narrative, viewers are invited to embark on a journey of family bonds and cherished memories, shown through the lens of a father-daughter duo on the slopes.
The Remarkables beckon with the promise of ‘Finding Your Freedom’. In the captivating multi-part series, the diverse manifestations of freedom are explored and how these can be discovered and embraced on the slopes.
Mt Hutt proudly boasts its status as ‘NZ’s Best Ski Area’ for the ninth consecutive year. In its new brand ad, viewers are invited to experience the allure of Mt Hutt through the eyes of a visitor seeking adventure and authenticity. This narrative, infused with the spirit of discovery, underscores Mt Hutt’s commitment to delivering unparalleled mountain experiences.
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