'Victoria’s Snowfields. Never Come Down’ positions Victoria’s mountains as a unique ‘ski-in, ski-out’ destination where you don’t have to leave the mountain after a day’s skiing, as the villages and accommodation are right on your doorstep.

The campaign targets regular skiers from New South Wales, Queensland and South Australia (aged 30-42) with a high disposable income. The 2007 campaign used print, online and ‘ambient’ advertising, including in gyms, which are popular with the target audience.

To view the campaign online go to skivic.com.au

The 2008 campaign is being developed by Tourism Victoria and the Board for Alpine Resorts Tourism (BART).