SkyBus and Lake Mountain, Mount Baw Baw add to recent account wins

icon.pr is thrilled to announce back-to-back wins with its appointment as the PR agency of record for SkyBus and Lake Mountain and Mount Baw Baw.

Icon’s Group Managing Director, Joanne Painter, said: “We are excited to add two more fantastic brands to our growing travel and tourism portfolio. The agency continues to win based on our strong creative and programmatic approach to briefs.”

Icon has been appointed by SkyBus, Melbourne’s iconic airport transport service, to manage its ongoing PR activity, including the launch of its new St Kilda to Melbourne Airport route, in winter. Beyond these key announcements, Icon will also be assisting SkyBus in developing their brand image, crisis preparedness and social media.

“With it’s rapid growth and ambitious expansion projects, Skybus is a great fit for Icon. SkyBus is an integral part of Melbourne’s infrastructure, and offers a quick, easy and friendly transport solution for the city’s community and visitors. We’re delighted to be working with a brand focused on providing excellent experiences for its passengers,” said Ms Painter.

Michael Sewards, Director of SkyBus, said: “We are excited to be partnering with icon.pr and we look forward to working closely with their team as we continue to offer even better experiences for our passengers. Following the important announcement of our new St Kilda route, we look forward to working even more closely with the icon.pr team as we strive to make important tourist destinations in Melbourne more accessible.”

In addition, Icon won a competitive selection process to manage PR and social media for Lake Mountain and Mount Baw Baw. Icon will be kick-starting the partnership with the alpine season’s inaugural launch event next month.

“Lake Mountain and Mt Baw Baw are both leading winter holiday destinations in Victoria, and we’re looking forward to increasing their brand profiles and connecting the destinations to target audiences in Melbourne and beyond,” Ms Painter said.

Lake Mountain and Mount Baw Baw are Melbourne’s most accessible alpine playgrounds, providing families with a unique winter wonderland experience only a couple hours drive from Melbourne. With a focus on proximity and value, as well as fun, both resorts offer unique snow experiences closer to home.

“We are looking forward to seeing what icon.pr will deliver for Lake Mountain and Mt Baw Baw this season, and considering their record, we have no doubt they will help us improve our profile through great communication with our market ” said Phil Nunn, CEO of Resort Management Board.

The SkyBus and Lake Mountain and Mount Baw Baw appointments follow Icon’s appointment to the Choice Hotels Asia-Pac account earlier this year, following a contested pitch.

For more information, please contact Veronica Castro on 03 9907 5031 or via [email protected]


About icon.pr

icon.pr (Icon) is one of Australia’s most awarded independent PR agencies, servicing a mix of corporate, government and start-up clients who share our commitment to creativity and innovation. The icon.pr team combines traditional media relations, brand communications and social and digital media to connect businesses with consumers and create conversations. Icon’s future-focused approach ensures that they are at the forefront of new marketing and communication practices – from tapping into the power of social media influencers, to shaping public opinion and changing consumer. Follow us on Twitter @iconpr and on Facebook @iconpr.

About SkyBus

SkyBus has been providing safe, convenient airport transport in Melbourne for more than 35 years. Its iconic red vehicles run seven days a week, transferring over half a million passengers each year between the CBD and Tullamarine Airport on the most affordable airport transport service in Australia, when measured by cost/kilometres travelled. SkyBus pairs affordability with superior service, offering customers free Wi-Fi, luggage racks, reliable running times, and online mobile and kiosk ticketing options. Follow us on Facebook, Instagram, or Twitter via @skybusmelbourne.

Lake Mountain

Lake Mountain Alpine Resort is Victoria’s most accessible alpine playground, just a two-hour drive from Melbourne. Lake Mountain provides families with year-round action adventure and the chance to create fun memories that will be treasured for a lifetime. During the alpine season, Lake Mountain is a winter wonderland with a network nearly 40 kilometres of well-marked and world-class cross country ski trails, exhilarating toboggan slopes, snowshoe trails, and the wildly fun and popular Flying Fox and tube run. The resort offers a first-rate team of instructors that can guide children and adults of all ability levels through anything from the basics all the way to refining racing skills. The alpine season is kicking off in early June, and visitors can take advantage of the affordable family fun and convenient location! 

Mount Baw Baw

Mount Baw Baw Alpine Village is Melbourne’s closest downhill ski resort and offers fun, safe and affordable snow experiences through winter and endless hours of outdoor adventures all year round. The resort is situated along the Victorian Alps and boasts over 35 hectares of downhill terrain, seven lifts, two terrain parks, 10 kilometres of cross country ski trails, three snow play areas and unlimited terrain to explore amongst the snow gums. Winter season kicks off in early June and the resort will offer a host of activities and events for skiers and snowboarders of all ages and levels. Whether you are enrolling your children in their first lesson, a newbie yourself or an expert, there’s something for all ability levels. Not into skiing or snowboarding? Mt Baw Baw offers sled dog tours, snowshoeing, snow groomer tours, a gym, spa pool and more. Visitors can take advantage of offers and experience the best of the mountain by combining accommodation and activities.