Thredbo MTB Park Invites Mountain Bike Community To Experience Pure Gravity With New Campaign

Thredbo Resort has launched Pure Gravity, a new campaign that showcases the unique offering of the Thredbo MTB Park ahead of what is expected to be a massive 2022-23 summer season. 

Today, Australia's premier biking destination has launched Pure Gravity, an integrated campaign that showcases the unique mountain bike offering and represents the current and future direction of the Thredbo Mountain Bike Park brand. 

Thredbo Mountain Bike Park is in a league of its own in Australia with the country's only lift-accessed gravity trails, enabling riders to spend more time experiencing downhill thrills and exploring over forty kilometres of incredible terrain. The Pure Gravity campaign showcases how this point of distinction can completely transform the mountain biking experience. 

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, leading to the development of its own unique culture and identity within the larger Thredbo brand.

To ensure that there is a tailored approach to capturing the essence of mountain biking and engaging with this core audience, Thredbo has created a new voice to specifically represent the Thredbo MTB brand. Pure Gravity is being launched as the first campaign to showcase this new identity that Thredbo is adopting to strengthen and unify the MTB brand into the future. 

MTB Business Manager, Tim Windshuttle said he is thrilled to be launching Pure Gravity to the mountain biking community. 

"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," said Mr Windshuttle. 

Thredbo Resort is excited to be re-opening the MTB Park for the 2022-23 summer season of mountain biking on 19 November 2022, running through to 25 April 2023.

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