Ringier Romania - Winter Delight – Best Brand Campaign

Category: Best Brand Campaign

Client: Austrian National Tourism Office

Year / Domain / Status: 2018 / Other / Participant

Strategy description:

The marketing challenge was to promote a quite unknown (for the romanian audience) winter destination in a very innovative way, to communicate the mixed attraction of the place to a target with very high standards. The key message was: this is not just a ski resort, as you thought, but a great place for you winter holiday, with everything you need. Our target audience was the ELLE readers - women, 25-50, educated, high income, with great interests for travel, shopping, food, good life. Our creative and media strategies were to communicate the benefits in a very innovative way, on an animated interactive platform with very good use of video on websites and social media platforms. The overall campaign objectives was to increase awareness for the Ischgl as a winter destination for her holiday, not just a ski & winter sports resort.

Execution:

In order to accomplish the business goal, we came with an innovative digital way of presenting together quality content and distribution, in order to drive brand awareness of Ischgl and plant inside the right target audience the desire to go there next. We’ve created a special microsite with an interactive map where the readers can navigate and discover the best of Ischgl: from video series consisting of five episodes with local celebrities known as specialists in that field, Roxana Voloșeniuc, Raluca Hagiu, Ana Morodan and Cosmin Tudoran, map of the resort through an original illustration, animation and interactive design, to five text-articles with information about the resort's history and original activities, as well as practical information on transportation and luggage, all communicated through Social Media channels.

Case visual:

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