Full-Funnel Campaign for ASDM Increases Performance, Sales, and ROAS
Intro
From CTV to social media and paid search, the limited ski season pass was promoted. Awareness was converted into sales and exceeded expectations.
Short Facts: Development of a comprehensive cross-channel strategy across the entire funnel, including creative concept and coordination of all channels for the annual winter campaign promoting the ski resort via paid social (Meta, TikTok), CTV, DOOH, DemandGen, and paid search in Switzerland and Germany.
Challenge
Andermatt+Sedrun+Disentis has made it their mission to combine both: offering affordable winter sports opportunities while ensuring sustainable infrastructure. However, the changing economic landscape presents significant challenges for ski resorts and winter sports providers.
ASDM therefore adopted a new strategy for selling ski pass subscriptions, which, unlike previous years, was only available for a limited period. To achieve ambitious sales targets and effectively communicate this change, a comprehensive campaign strategy had to be implemented.
Objective:
Sale of half-price season passes (allowing ski tickets to be purchased at half price for the entire season)
- Strengthening awareness: perception of ASD as a unified entity
- Positioning ASD as a top winter destination
- Personalized advertising by funnel stage and target audience
- Cost reduction and scalability in advertising production
A full-funnel campaign with a focus on video, including DOOH at train stations, CTV (Disney+, Joyn, YouTube), Meta, TikTok, Demand Gen, and Search, increased awareness of the ski region and the product, ultimately leading to subscriptions.
Measures
The campaign targets families and outdoor enthusiasts in Switzerland and the border region with Germany.
- The “Cool Family” target audience seeks adventure, family-friendliness, and relaxation.
- The “Outdoor Enthusiast,” on the other hand, is passionate about long runs, first-class freeride slopes, and athletic challenges.
- To cover Switzerland’s linguistic diversity, the campaign was designed in three languages (German, English, Italian).
Efficient management of all paid media channels in three languages and two countries
The three regions form a strong unit, offering a diverse range of services and positioning themselves as a premier winter destination for both core target audiences. In 2024, the annual campaign was expanded across multiple paid channels to ensure efficient and targeted outreach to both audiences.
Strong awareness focus and sales of half-price season passes across multiple channels
The 2024 winter campaign focused on paid social and DOOH. On social media, high-impact videos were deployed to increase awareness of the region and its benefits. Platforms such as Meta, TikTok, and YouTube increased brand awareness, enabled cost-efficient audience targeting, and delivered valuable performance data. DOOH screens at train stations reached travelers, while connected TV on streaming platforms generated additional attention. Google Demand Gen and Meta ads further increased visibility and performance. The data-driven approach enabled dynamic and flexible campaign management.
Personalized content
The content, messaging, and visuals of the advertising materials were tailored to the target audiences.
Ongoing optimization
Continuous campaign optimization was based on the analysis of relevant KPIs and a cross-channel dashboard. Insights were used to derive optimizations and implement them in coordination with the client.
Results
The campaign aimed to drive sales of half-price season passes. Despite increased advertising pressure in the fourth quarter, users were successfully made aware of the new strategy. The results demonstrate that the chosen strategic approach was successful: the overall sales target was exceeded by 35%, resulting in a ROAS of 610% across all media spend. This achieved a revenue increase of 24.1% and generated 75% more website sessions.
- % Sales target exceeded
- % ROAS
- % Revenue
Learning: Performance requires awareness
CTV, DOOH, and paid social generated awareness and thereby ensured the success of performance measures.
Award-winning!
