With the start of the 2017/2018 winter season, SAINT ELMO'S Travel is creating innovations on the glaciers of Tyrol. The tourism experts of the Serviceplan Gruppe are implementing a campaign all about the unique "top feeling".
Since the founding of the merger of the five large Tyrolean glacier ski areas (Ötztal, Zillertal, Kaunertal, Pitztal, Stubaital) in 1996, Hannes Haller and his Team Tourismusmarketing GmbH have been responsible for the association. In the new season as well, they want to surprise visitors with an innovative concept and inspire winter sport enthusiasts in all relevant markets. With a cross-media strategy, conception and media planning, holistic marketing will be done in all markets. As part of the integration into SAINT ELMO'S Munich and the founding of SAINT ELMO'S Travel in the summer of this year, the creative colleagues are also on board for the first time. As one of their first joint projects, a long-standing client of the Travel Team will benefit from the know-how of the tourism experts and the creative innovations of SAINT ELMO'S Munich.
Central campaign elements are, on the one hand, the new slogan "feel on top", which is used on various advertising media online and offline, and on the other, the "SNOWDAYS - the ski event of the year" campaign.
"High above the glaciers, you’re above everyday things. It's a very special feeling: the feeling of being on top of it all," says Arwed Berendts, Managing Director of SAINT ELMO'S Munich and leading the creative concept. With close-ups of winter sport enthusiasts, this feeling becomes tangible and glacier experiences of the people become the focus. Short GoPro videos in social media reinforce the closeness of that "feeling of being on top".
The peculiarity of the glacier ski areas is not only their size but also the opportunity to enjoy winter sports all year round. "What's more amazing for skiers than being able to ski every day?" - Probably nothing. So the goal of the SNOWDAYS event from October 1st, 2017 to May 15th, 2018 is to send a winter sportsman everyday to the slopes of the 5 Tyrolean glaciers. Skiers and snowboarders can apply online for a day on one of the glaciers, and the winners will then be given a free ski pass. The only task: to post a selfie, picture or video of your own snow day, to take part in the raffle for the main prize - a one-week glacier holiday for two. At the end, a yearly calendar with valuable user-generated content is created. The long-standing media partner and winter sport specialist snowplaza.de is taking part in the implementation and programming of the landing page. The specially staged event acts as proof of performance for the unique features of the 5 Tyrolean glaciers: guaranteed snow and skiing 365 days a year.