More than a winter holiday destination, Mt Buller needed a platform encapsulating the alpine resort’s myriad off-season offerings. Milkman gave it a campaign line that saw Australians on the road in no time.

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The Challenge: Cementing Mt Buller as the 2023 holiday destination for alpine activities with an unmistakable brand platform to be used in OOH, video and radio promotions, and other assets as part of the season’s marketing activities. 

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The Solution: We developed campaign lines that not only spoke to the huge range of experiences at Buller but also elevated Buller above the rest, positioning it as the only choice for all experience seekers. The winner? ‘A Mountain of Moments’.

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Results: You would’ve seen our brand platform around Australia on billboards, street furniture, social media, digital, and in an animated brand lockup featuring sound engineering. 

• National billboard and OOH rollout
• 3x TV commercials aired on free-to-air BVOD
• Market saturation

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