Tourism Victoria – Grade 5 Ski Free

The Client

Tourism Victoria


April 2012

The Project

The Grade 5 Ski Free Pass entitles Grade 5 students in Victoria one free lift ticket or snow play pass at each of the five resorts so they can ski, ride or play in the snow for free. Tourism Victoria engaged Cuckoo Creative to devise a ‘School Visits’ program, which consisted of directly contacting around 1500 Victorian Schools to book visits. We visited fifty schools and sent information packs to many more. The school visits included a viewing of a DVD we produced in our in-house video production facility – it was packed full of inspirational snow imagery to encourage and entice students to take up the offer. We also recruited some uber cool Snow Ambassadors to speak at the schools, including 18 year old snowboarder Lauren Staveley, 23 year old snowboarder Bryan Taylor, 23 year old skier Nat Segal, 24 year old skier Watkin McLennan and 19 year old snowboarder Belle Brockhoff. They were perfect role models to share their passion for the white stuff and get the kids fired up to get up to the snow. Last of all we explained the program to the kids and presented them with their personalised Ski Free pass. Then all they needed to do was educate their parents and wait for some snow!

The Interesting Bit

This was an exciting project for the Cuckoo team and an opportunity for them to draw on their own passion for the slopes – developing an aspirational DVD, information packs and personalised passes. Our communications team also hit the ground running, developing a plan to identify the program objectives, who we were talking to, key messages and the most effective communications channels to reach this very influential tweens market!

The Results

Tourism Victoria were pleased with the year on year increase in the number of passes redeemed.  For them, more Grade 5 kids on the slopes means more families engaged with alpine activities and more possibilities of return visits.