OVERVIEW:

Lake Mountain Alpine Resort is one of Victoria’s premier snow-play destinations. This well-known tourist spot needed help managing and growing their social media presence during the busy snow season. Without a marketing team, they lacked a clear strategy and were unsure how to create one.

THE BRIEF:

• Increase brand awareness

• Increase social media engagement

• Grow the follower base

• Position Lake Mountain as a family-friendly destination

ChaLLENGES:

Lake Mountain is the smallest snow destination in Victoria, mainly known for tobogganing and cross-country ski trails rather than large downhill ski slopes like its competitors. The challenge was to cut through the noise of larger resorts by emphasising Lake Mountain's unique strengths - an intimate, family-friendly snow experience.

STRATEGY:

After taking a deep dive into Lake Mountain’s target audience and competitors, I identified the strengths, weaknesses, opportunities and threats. This carved the strategy and I heavily focussed on building a community and promoting Lake Mountain as a unique family-friendly destination. I achieved this by:

• Humanising the brand

• Creating family-friendly content

• Encouraging engagement (Stories and UGC)

• Influencer collaboration

• Strong CTAs (call to action)

• Performance tracking

• Strategy optimisation based on insights

Results:

Over three months, I achieved significant growth for Lake Mountain’s social media presence:

• ENGAGEMENT: Facebook engagement increased by 347%, while Instagram engagement grew by 364%.

• FOLLOWER GROWTH: Instagram followers increased by 506%, and Facebook followers grew by 1,000%.

• REACH: Facebook reach expanded by 283%, and Instagram reach rose by 146%.