Thredbo Resort launches new campaign showcasing its Mountain Bike Park

Thredbo Resort has launched Pure Gravity, a new campaign that showcases the unique offering of the Thredbo Mountain Bike Park ahead of what it expects to be a massive 2022/23 summer season.

Inviting the mountain biking community to experience the difference of riding Australia's only lift-accessed gravity trails, the integrated campaign is the first to showcase a new voice that has been created to represent Thredbo's MTB brand, ensuring there is a unique approach to engaging with this core audience.

Recognised as a key destination among the MTB community in recent years, leading to the development of its own brand identity within the larger Thredbo brand the locations offers 40 kilometres of distinct terrain.

In line with the massive increase in demand for mountain biking in recent years, the number of MTB riders visiting Thredbo has more than doubled since the 2019/20 season. Thredbo's MTB Park has now successfully established itself as a key destination among Australia's MTB community.

Thrilled to be launching Pure Gravity to the mountain biking community, Thredbo MTB Business Manager, Tim Windshuttle stated “this campaign encapsulates the uniqueness of the Thredbo MTB offering and tells the story of all things to love about riding in this iconic part of Australia. Recently, the expansion of the MTB park has met the huge increase in demand for the sport worldwide and we are proud that Thredbo MTB Park now has its own brand identity dedicated to the community that flock here to ride Pure Gravity.”

This summer will see Thredbo launch several new developments across the MTB Park, including three new beginner to intermediate gravity trails in the new Cruiser MTB area as well as the installation of new state-of-the-art bike carriers on the Cruiser Chairlift and Gunbarrel Chairlift, set to increase uplift capacity by over forty per cent.

The Pure Gravity campaign will be rolled out from today across broadcast TV and cinema advertising, digital and print media, owned channels and public relations activity. Featuring strong branding that will resonate with the audience and push the creative boundaries, the campaign features an industrial style design treatment alongside aspirational vision and imagery designed to excite all MTB enthusiasts.

The Thredbo MTB Park will open for the 2022/23 summer season on 19th November 2022, running through to 25th April 2023.

Images courtesy of Thredbo.