Challenge

Tourism British Columbia wanted to take advantage of the worldwide attention BC would be getting from the 2010 Vancouver Winter Games. In doing so, they could attract new long-haul destination skiers (those residing outside of BC, California, Washington State, Alberta, and Ontario) who are not familiar with the diversity of BC ski resorts and acquire more names for their CRM program to market to in the future.

Strategy

To deliver a once-in-a-lifetime contest that would compel people to enter. Data acquisition was a key goal for the campaign, as was education about BC ski resorts and motivating user to book. So the plan was to:

• Create a fully engaging and immersive experience for the consumer
• Engage in social media marketing to ensure the campaign could go viral

Creative and Execution

The contest was to win an exclusive ski day for the winner and 19 of their friends at their choice of the 13 ski resorts. To support the campaign, Fjord created an interactive and visually stunning microsite that was captivating, engaging and could be personalized.

The site included customized animations - specially created to show variety of winter activities at the resorts; 13 mountain resort pages uniquely designed to each showcase variety of activities (and the beauty of the mountain and peaks) with links to snow conditions, mountain details, a promotional video, and of course contest entry link and viral component.

Results

In the first two months of the campaign alone, results exceed goals by more than 140%.

 

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