Case Studies » How SkiBig3 used current ski conditions to inspire travellers

How SkiBig3 used current ski conditions to inspire travellers

Canadian advertising case study: SkiBig3

The goal

SkiBig3 were seeking to increase awareness of their three ski areas (Banff Sunshine Village, Lake Louise Ski Resort and Mt. Norquay) with skiers and snowboarders in Ontario and Quebec. Understanding the powerful role weather plays in inspiring winter activity planning, SkiBig3 partnered with The Weather Network to meet snowsports lovers right where they are – the forecast!

The strategy

A powerful combination of high impact and reach ad units, weather triggering and special offers captured the target audience’s attention. The new Activate ON ad unit was used to highlight real time resort conditions to build excitement and align with the playful campaign tagline ‘Your skis deserve better’.

The solution

The winter campaign successfully:

Highlighted the incredible conditions on offer at SkiBig3 locations with a custom-built Activate ON ad unit that featured real time current conditions and forecast data
Maximized both awareness and results through a combination of high-impact and high-reach ad units
Engaged winter sports enthusiasts and travelers through audience segmentation and weather triggered ads
Built urgency with regularly changing Flash Sales

The results

Wintersports lovers across Ontario and Quebec were engaged and the campaign delivered strong results:

475,000+ total impressions
0.21% average CTR across the entire campaign
High engagement in regional areas – including Thunder Bay, Greater Sudbury and Kingston

The campaign details

Markets: Ontario and Quebec (English)

Platforms: Digital

Brands: The Weather Network

“Working with Julie and The Weather Network team was seamless and efficient. Our goal was to reach skiers and snowboarders in Ontario and Quebec, especially when conditions in Alberta were ideal. Weather plays a huge role in planning ski travel, and the Activate ON ad unit allowed us to connect with our audience when it mattered most. The combination of weather-triggered creative, high-impact placements, and timely offers helped drive meaningful engagement and interest in SkiBig3.”

Rachel Wilson - Director of Marketing, SkiBig3: Banff Sunshine Village, Lake Louise Ski Resort and Mt. Norquay