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Mt Hotham repositions as resort for serious skiers in new campaign from Bloke

With the winter ski season getting underway Mt Hotham Ski Resort has launched a new campaign to reposition it as a destination for serious snowsports enthusiasts.

The new ‘Reach Your Peak’ campaign for Victoria’s highest ski resort has been created by Bloke and includes a new TVC shot from the perspective of a skier using a wearable goggles to superimpose details of other people on the slopes.

MT HOTHAM Reach Your Peak TVC from THE BLOKE ARCHIVE on Vimeo.

“Hotham is Victoria’s highest Ski Resort with a reputation for having the best and most challenging terrain in Australia,” explains Mike O’Rourke, Creative Partner at Bloke. “This campaigns taps into the need of every aspiring skier and snowboarder to push themselves harder and test their limits.”

He said the decision to use the graphics was based on the fact many skiers use wearable devices to track their performance when they are on the slopes.

“Bloke have brought a very insightful and original approach to all their work with Hotham, and this TVC captures the spirit of the place perfectly,” says Anthony O’Shea, head of marketing for Hotham & Falls Creek.

“The idea is also very flexible and will allow us to show the amazing skiing and snowboarding available on the mountain as the season progresses.”

Bloke’s clients include Australian National Maritime Museum, McGuigan Wines, Gerni and Scenic Tours.

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