Epic Australia Pass
Made in Summer
Training for Europe 26-27
The ski season in Australia runs from June to September. Perisher, Falls Creek and Hotham resorts are a decent drive from major cities. For the resort operators, who the audience to commit to the season in advance, it's out of sight, out of mind.
Not Summer 2026. Snow-loving Aussies will have their eyes glued the Winter Olympic Games in Italy. It's the perfect reminder to get people thinking about their next snow trip.
Wait, one problem. Rule 40 of the Olympic Charter imposes strict regulations on brands, especially not official Olympic sponsors, regarding the content they can create and share during the Games period.
So, how do we talk about the snow when everyone’s at the beach, without being in breach of rule 40?
The Epic Australia Pass, Vail's year-round lift ticket, unlocks mountain access in Australia, the United States, and… Europe.
Let’s host a competition for the prize of a European tour in 2026-27.
To win, users generate content to flex their training program for Winter. To show us how committed they are to next season. Think: cross country skiing at the beach, ice baths in ski gear, enjoying a hot chocolate in the summer sun.
Post on TikTok and tag @epicaustraliapass for your chance to win!
Categories
Social
Video
Extensions
Extensions
Ski-Boot Camps
Activate crowded beach locations with a mobile ski simulator or snow boot sand sprints. Staffed by trainers in ski uniforms.
Launch Video
Vision: Close up of person in full snow gear, concentrating hard.
VO: Everyone in the Southern Hemisphere is dreaming of winter right now.
Vision: Camera zooms out slightly to reveal the person is on a rowing machine in a gym.
VO: And we want to send the best to Europe next season.
Vision: Camera fully zoomed out revealing skis and gym setting. End tag over footage.
VO: So show us how you’re preparing, by posting on TikTok with the hashtag #trainingforeurope and go in the draw to win!