Perisher launches its search for the ‘ultimate skibum’
Australian ski resort Perisher has launched a campaign and competition to find the ‘ultimate ski bum’.
The competition offers the winner the chance to spend six weeks on the snow during the 2012 season with prizes contributed by the resort’s partners – Burton, Subaru, Columbia, Coca-Cola, K2 and Playstation.
The campaign is developed by the Perisher marketing team with execution by Out of The Square Media.
According to Neil Thew, public relations and business development manager of Perisher, the campaign aims to ‘create conversation and buzz’ across social and press platforms in the lead up to the 2012 winter season.
Thew said: “We’re incredibly excited about the search for Australia’s Ultimate Skibum. Our experience tells us that being a Skibum is very high on the list of things to do for just about every skiing or snow-boarding enthusiast, so we’re hoping it’ll be a huge success.”
Wow. This is amazingly original and ‘out of the square’. It’s in no way a complete rip off of the ‘best job in the world’ campaign, or any of the numerous copycat campaigns that followed that one.
I’m sure it will create “conversation and buzz” as long as we make sure that it’s measured using suitable yardsticks, like the number of astroturfed votes that get racked up.
Hope they get enough snow for it this year, or the winner may be spending 6 weeks in the bar!!