Subaru Australia expands australian snowfield partnership to include two premier victorian mountains

Tuesday, 30th August 2022


Subaru Australia is expanding its partnership with Australian snowfields, today announcing a multi-stage partnership that extends the current long-term Perisher relationship to now include both Falls Creek and Mount Hotham Ski Lift companies and Resort Management Boards.

Subaru Australia began its relationship with the snow in 2007 by becoming the major car sponsor for Perisher (previously Perisher Blue) – the largest snow resort in the Southern Hemisphere. The partnership was born after seeing the natural synergies between Australian snowfields and the undeniable all-terrain capabilities of a Subaru vehicle.

Now, Subaru Australia’s longstanding partnership with the snow continues but in a greater capacity by Subaru Australia also becoming the official vehicle sponsor for two of Victoria’s largest snowfields, Falls Creek and Mount Hotham - cementing these alpine regions as Subaru AWD country.

Due to Subaru’s Symmetrical All-Wheel Drive (AWD), X-Mode and comprehensive safety features, Subaru vehicles are the vehicle of choice for many with an appetite for adventure and outdoors. Head up the mountain throughout the Australian snow season, and it’s not uncommon to see carparks full of Subarus.

Subaru Australia will now activate the three premier Australian snowfields throughout each snow season, with Subaru branding and vehicles set to illuminate the alpines.

Subaru Australia’s Marketing Director, Amanda Leaney, commented: “We’re absolutely thrilled to expand our longstanding relationship with Australian snowfields and expose the Subaru brand to tens of thousands of Aussies hitting the slopes each snow season.

“Subarus are very capable vehicles that encompass a wide-range of technology, including Subaru’s Symmetrical AWD, Eyesight® Driver Assist and X-Mode, to help tackle any adventure with unmatched confidence. So, becoming the vehicle partner for three of Australia’s premier snowfields seems the perfect natural fit.”

As part of the expanded partnership, Subaru drivers visiting Falls Creek Resort are welcome to request a space in the Subaru Priority Parking* for the duration of their stay. Looking ahead, there are some exciting drive activities planned for Falls Creek Resort visitors to enjoy in the future.

Falls Creek Alpine Resort Management Board, Director of Marketing, Sarah Watt, added: “A vehicle partnership with Subaru is very organic with Falls Creek Resort due to the alignment of our brand offers. We are looking forward to a successful partnership with exciting activations planned to be executed in the coming years.” 

The month of July at Perisher saw myriads of family-friendly Subaru activations adding to the atmosphere. Snow goers experienced:

  • An incredible snow man themed ice sculpture at the bottom of the V8 chairlift, providing the perfect photo opportunity.
  • Blue fireworks lighting up the sky on Tuesday and Saturday nights (weather permitted).
  • Subaru branded beanies, cookies or snow scrappers handed out by the Perisher team in the afternoons.
  • Subaru colouring stencils provided to ski school kids with the artwork displayed around the ski school lunch area.

Subaru Australia’s expanded snow partnership with Falls Creek and Mount Hotham commenced with the 2022 snow season and is set to continue for 2023.

Kate Bowker, Director Visitor Services, Mt Hotham Resort Management Board, said: “We’re stoked to have Subaru on board as a sponsor. Mt Hotham’s focus on adventure, fun and safety, with a strong family theme, means this partnership is a natural fit for us. We look forward to working with Subaru to create memorable guest experiences and significant value for our stakeholders.”    

Robert Lloyd, Sales and Marketing Director, Vail Resorts Australia, added: “We are excited about the partnership with Subaru across our Victorian resorts Falls Creek and Hotham adding to our long-standing partnership with Perisher. We believe this partnership will elevate the guest experience while they are in our resorts.”

*Visit for further details.



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