Mount Hotham achieved a major milestone in tourism marketing, accepting the gold winner award for Destination Marketing for the 2017 RACV Victorian Tourism Awards held at Crown Palladium.
The award reflects the collaboration of Mt Hotham community and campaign partners working together to create authentic mountain branding through the ‘True Spirit of Alpine Australia’ campaign which was implemented early this year.
The campaign positions Mount Hotham as Australia’s highest alpine village with the most down-to-earth people, and conveys the destination as an authentic Australian experience.
It aims to demonstrate that the diversity of product and people is the key to creating the complete destination experience.
CEO of Mount Hotham Alpine Resort Management Board Jon Hutchins said that the award is a great example of Mount Hotham partners working together to create a destination that speaks to its audience.
“We are very excited about the award it’s a great thing for everyone, all the stakeholders and for the whole Hotham community,” Mr Hutchins said.
“The objective of the campaign was to create awareness about Mt Hotham and I think that’s what the award helps us to do, particularly with government and others within the tourism industry, and there are great opportunities for Mt Hotham."
“We are now automatically nominated for the national tourism award for destination marketing in 2018, when you are in the game you have always got a chance, so we will just have to wait and see."
“We thank everyone involved for their support, it requires everyone to get behind the campaign to make it effective and successful,” he said.