This out-of-home campaign was a real challenge to create, it used a live, Accuweather feed of specific destinations and their snowfall to trigger an advertisement here in the UK. If there was predicted snowfall in a specific location it would pull the resort name and country
along with a specific line of copy to the creative before going to the advertising platform. It required consideration for where the feed elements would be displayed, how much space to factor in for different destination names as well as maintaining the Crystal Ski Holidays branding.
Scope
- Digital design
- Artworking
- Advertising
Awards
- Outdoor Media Awards 2021
Silver – Data & Intelligence
Outcome
A successful campaign
Spanning the month of January, this campaign helped drive an increase in site visits above year-on-year expectations, as well as a marked increase in brand recognition.
An award winner
As an additional surprise, we were informed that this campaign and creative was awarded silver in the Outdoor Media Awards 2021, in the data and intelligence category. This really gave us the recognition that the long hours and complexities were the right choice.
“Our goal is to inspire customers to head to the mountains, showcasing the reassuring message of fresh snow fall in real time via Out-of-Home, to excite and encourage last-minute trips.”
Ellie EylesSenior Marketing Manager, TUI Ski, Lakes & Mountains