Rebuliding Thredbo after the Landslide

Objectives To counter the public reaction to the landslide tragedy. A few months before the winter 1998 season started, 25% of Thredbo skiers considered it unsafe for a holiday and pre-season bookings were down 43% from 1997. Results With irreverence and humour used to galvanise the public in willing Thredbo back to its position as Australia's premier ski resort, its winter market share grew 1%.
Agency

 The Campaign Palace

Author

Tony Hale

Rebuilding Thredbo after the landslide: Thredbo Alpine Resort

INTRODUCTION

Thredbo is a small, closeknit community of only 400 local residents situated high in the Snowy Mountains in southern NSW.

In winter, the village is transformed into a bustling ski resort with accommodation to sleep 4,000 people per night. It is widely regarded as Australia's premier ski resort, with a reputation for being the centre of great skiing and great funsophisticated yet unpretentious. Irreverent advertising has helped build...

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