A campaign promoting non-winter visitation to the Snowy Mountains has won the prestigious ‘Breakthrough Destination of the Year’ category at the Mumbrella Travel Marketing Awards.

The campaign, aptly named, ‘It’s an Altitude Thing,’ was brought to life for Tourism Snowy Mountains by the creative minds at JimJam Ideas and skilfully produced by the crew at Knack Studios. The strategic teams from marketing agency Destination Marketing Store (DMS) and advertising agency Leonards Advertising were also instrumental in ensuring the campaign’s overall success.

“In order to maximise the limited budget for this campaign, it was essential to take a structured and well-informed approach to reaching and engaging the target audience. Once the research was done and strategy was in place, it was possible to create beautiful and compelling content that influenced key demographics and cut through the noise in a competitive landscape,” said Charlotte Prouse, Director, Destination Marketing Store.

Drawing attention from both industry experts and the public alike, 'It's an Altitude Thing' showcases the unparalleled beauty and unique experiences offered by the Snowy Mountains. Through captivating visuals, immersive storytelling, and a strategic multi-platform approach, the campaign captured the imagination of travellers and positioned the Snowy Mountains as a must-visit destination.

“We are extremely pleased to have taken out this award,” said Christie Hampton, Marketing and Communications Manager at Tourism Snowy Mountains.

“Tourism Snowy Mountains is an independent, not for profit organisation run primarily by volunteers. To have achieved this result with such a small budget is outstanding. I am very proud of all elements of the campaign, particularly its authenticity. We showcased real experiences and relied on local talent to tell the story.”

Local stars went above and beyond to create the stunning content. Jo Larkin from Bike Betty played the role of a Sydney mum bringing her family to the region in summer for the first time. Jo stepped well out of her comfort zone and jumped off a rock into Lake Jindabyne’s very chilly May waters.

Jason Gammel, another local and owner of REthynk Experience, played the role of a Sydney dad to perfection. With a background in stunt performance, Jason kept the film crew on their toes with his endless enthusiasm and wild manoeuvres.

Tourism Snowy Mountains’ own Marketing Manager, Christie Hampton, took the plunge into a freezing waterhole near Mt. Kosciuszko to capture how invigorating this experience can be.

The Mumbrella Travel Marketing Awards are renowned for celebrating exceptional campaigns that not only push the boundaries of creativity but also deliver tangible results in the highly competitive tourism industry. The 'Breakthrough Destination of the Year' award is a testament to the campaign's ability to stand out and resonate with audiences in a way that drives tourism growth for the Snowy Mountains.

The award was announced on Thursday 17 August 2023 at Sofitel Wentworth, Sydney.