2010 will go down as a breakthrough season for snow websites and their use of media with video transforming the way people use these sites, which often resemble mini newsrooms. At Perisher for example a crew of skiers and filmers head out every day to record the latest action. It’s then edited and seeded through the daily video report which is also broadcast through YouTube, getting thousands of hits each day. Even more popular are the mountain web cams with monthly figures of up to 12m. Video attraction is a major factor in driving record traffic to Perisher.com.au says GM of Marketing Gary Grant. “People used to say we’re making the reports up.” But now the cameras don’t lie.
Perisher is also proactively using social media to create community and drive traffic, which is up more than 26% up on last year. Curiously, page views are up 19% but time on site is less. Logically most of the online action happens in around snowfalls. Grant says the site will keep evolving with video central to the long-term strategy. He also sees a big future for the iPhone Perisher App, with 8000 already downloaded. “We’re just trying to show what it’s like right now to people,” says Grant. And it works, skiers and boarders like video action.