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Marketing Offensive
Alpine Skiing in Perfect Mix
Despite the difficult weather and snow conditions, we were able to present the Seefeld region effectively through a balanced marketing mix – including PR articles, photo shoots, programmatic and social media campaigns, collaborations with agencies, and trips for bloggers and influencers – thereby optimally addressing our target groups. We focused particularly on the topic of alpine skiing.
We are particularly proud of how we present the topic of Alpine Skiing through press trips, bloggers, PR articles, and various marketing actions. The family-friendly and sunny ski areas in the region impressed us this winter despite the challenging snow conditions – and we made good use of that. As soon as some fresh snow fell overnight, for example, our team rushed to the photo shoot at Rosshütte. Two additional photo shoots at the end of last winter's season covered the theme of family skiing with the youngest ski stars. The resulting images formed the basis for a generous article in the February 2024 issue of Skimagazin with a media value of about €120,000 and a reach of nearly half a million readers in Germany. Further articles were published online in Ski-Stories and in the travel magazine Mortimer. The region with its family-friendly ski slopes even made it to the cover of the February 2024 issue of Kölner Express. With a circulation of 37,000 copies and a reach of 420,000 people, this was truly a high-quality placement. Another publication followed in The Daily Mail Online.
A collaboration that stands out is with influencer Marius Quast, who is particularly known in the German market for his authentic YouTube videos. On his YouTube channel, Marius published a high-reach video on the topic of skiing in Seefeld. This was followed by numerous positive comments and within a short time, more than 53,000 views. Postings on Instagram and TikTok were also part of the collaboration. With Marius Quast, skiing in Seefeld was presented in a professional, high-reach, and above all authentic manner.
For the first time, we launched the Happy Ski Card campaign together with the ski resorts and communicated and promoted it extensively across all our channels. This 25% discount campaign on early booked ski passes during special promotional periods was presented in a simple and detailed manner through a dedicated landing page. The landing page served as the basis for a targeted social media campaign as well as a newsletter directly to our guests. This achieved a very successful open rate of more than 40% and even up to 60%. In our region’s info emails, the campaign was communicated to all our landlords and subsequently to their guests. In total, the campaign sold 250 ski passes with a total value of around €38,000. Furthermore, we collaborated with ÖBB to create the cooperative packages "Winter Sports Combination Ticket" and "Nightjet to Snow". This meant we were represented in all marketing activities and advertising channels of ÖBB regarding their combined offers of train and lift tickets, and the benefit perfectly aligned with our sustainability strategy for environmentally friendly public transport to skiing. The cooperation will continue in summer with the ÖBB package "Nightjet to the Mountains".
With Sporthaus Schuster, a leading sports store located in the center of Munich, we are implementing a successful economic cooperation. For this purpose, informative and target-group oriented short clips have been created and published for the social media channels Instagram and Facebook.
Additionally, a Video Display Campaign was launched to reinforce our existing Programmatic Campaign. Customized digital ads are displayed in real-time to the respective target audience. This form of advertising is therefore particularly precise and relevant.
All the mentioned contributions, articles, and campaigns created a wonderful mix of print and online, and were able to depict and positively market the topic of skiing in the Seefeld region from various perspectives.