Chuck a Snowie

Falls Creek & Hotham

Encouraging skiers to take a cheeky 'sick day' from work to get more snow time

With two ski-fields joining up to be accessible on the one lift-pass, there was effectively double the snow to enjoy. Skiers would need more than a weekend to cover so much ground, so we encouraged Aussies to 'chuck a sickie' and get an extra day at the snow.

The campaign drove 15,000 unique visitors to chuckasnowie.com.au and doubled traffic to the master tourism sites for both Mount Hotham and Falls Creek.

The term 'chuck a snowie' was adopted by mainstream media, used to close weather reports, and appeared in news reports.