The campaign consists mainly of outdoor posters and staff at the resort are attired in PlayStation2 t-shirts, caps, and hats and the PlayStation branding is shown on banners around the resort, ski passes, and weather reports.
Jon Skinner, joint ECD at Whybin/TBWA, said the campaign widened the reach of PlayStation2 beyond core computer gaming consumers to sporty teenagers, parents and young couples alike.
Three 15-second 'movies' have been developed, and are airing on the resort's close-circuit television; these have since become viral Mpegs, which have served to further extend the brand's reach.