Epic Australia Pass & Day Pass

Client: Vail Resorts Australia
Project Type: Integrated Marketing Strategy & Product Launch

Rarlo.co was proud to partner with Vail Resorts Australia on the strategic development and go-to-market execution of two of the country’s most significant alpine products – the Epic Australia Pass and the Epic Australia Day Pass.

Our team led a full-funnel marketing approach across digital, creative, and campaign optimization, driving awareness, urgency, and conversion. We helped shape product positioning and messaging that resonated with both core skiers and new-to-snow audiences, while navigating unique seasonal and pricing complexities.

These products are a game-changer for accessibility in the Australian snow market, and we’re proud to have played a role in connecting more guests with world-class experiences at Perisher, Falls Creek, and Hotham.

Rarlo.co was proud to support Vail Resorts Australia in the strategic marketing and launch of the Epic Australia Pass and Epic Australia Day Pass—two flagship products designed to make alpine access more flexible and inclusive. Working closely with cross-functional teams, we developed a comprehensive go-to-market strategy, refined product positioning, and executed performance-driven campaigns to drive awareness, engagement, and sales. Our focus was on connecting core snow lovers and first-timers alike to Australia’s leading resorts Perisher, Falls Creek, and Hotham through compelling creative, tailored messaging, and channel-specific optimisations.

These projects highlight Rarlo’s strength in aligning commercial objectives with guest insights and brand storytelling. By helping shape how Australians experience their winter holidays, we delivered real value in a highly competitive category demonstrating how data-led thinking and smart execution can grow both reach and revenue. The Epic Australia products continue to redefine seasonal access, and we’re proud to have played a key role in their evolution.

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