Client
Alpine Edge
Alpine Edge is a holiday home in Dinner Plain, Victoria. Dinner Plain is a holiday village in the Victorian High Country, 10km from Mt Hotham Ski Resort.
Alpine Edge sleeps 13 people across three levels. Its layout is a key feature, combining shared living with separate sleeping areas, making it ideal for multiple families.
Goal
The owners wanted a website that gave them greater control over marketing their property, while still directing bookings through the property manager. The challenge was to position Alpine Edge as the obvious choice for multi-family groups in a market full of similar accommodation.
Voice
Relaxed, Welcoming, Adventurous, Grounded
Approach
During the creative brief, I worked with my client to identify the primary audience: a woman organising a snow holiday for her family and one or two other families. With knowledge of the snow accommodation industry, I understood these groups would include a mix of ages, skiing and riding abilities, and holiday priorities. I focused the copy on the organiser to reassure her, as the main decision maker, that everyone in the group would enjoy their stay.