Travel Alberta wanted to increase American tourism to Alberta during the winter months. Through detailed market research we knew that a male-skewed Californian audience was our target.
Stoked for Snow targeted the people who live for snow. Their winters are full of high-energy activities, and when it comes to snow, they just can’t get enough – they want MORE! Dynamic banners, search landing pages, and a publicity stunt in California were used to drive traffic to the microsite where a short video showcased skiing and snowboarding in the Alberta rockies and contained links to all resorts and packages. Banners were created with male and female models in beachwear with the cta “click to see more”. With each click, the models layered up with winter gear, driving viewers to a partner package or the microsite.
A stunt was also developed to attract attention and drive buzz about the campaign. The ‘Stoked for Snow‘ bus drove to 5 different locations in California. To get on the bus passengers had to connect with their social network through facebook or twitter. Locations for the next stop were only announced through the social media connections of people on the bus generating ever-increasing waves of hype and excitement.15 lucky people got stoked for snow, and won a trip for 2 to Alberta.
Results: Delivered more than $1.5 million in media value.
