Located in the Victorian Alps of the Great Dividing Range, 4.5 hours from Melbourne, Falls Creek is Victoria’s largest alpine resort. Having over 90 runs that are perfect for both beginner and intermediate skiers of all ages, Falls Creek is a ski-in, ski-out village offering something special for all visitors. But like many brands over time, Falls Creek’s positioning and retail offering needed a lift.
Merlin Entertainment were looking to update their five retail outlets within the resort. In creating one strong and visual brand identity, the naming convention was linked to the service provided within each outlet, creating clarity for each offering. Ticketing and rental could be found at Homebase, The Hub for schools and groups became Snowzone and The Peak at the top of the mountain. Weaving shades of blue and white through the branding brought instant visual cues to the surrounding environment of snow capped mountains meeting bluebird skies.
With success in defining and creating a destination brand that offers memorable and immersive experiences to people who want the freedom to adventure their own way, Falls Creek has gone on to win best resort award at the SIA 2019 and seen ski pass sales grow significantly on previous years.
