The Project Scope:

SkiBig3 is the collective of the 3 Ski Resorts in Banff National Park: Banff Sunshine Village, Lake Louise Ski Resort & Mt Norquay. Working together through SkiBig3, their aim is to draw international visitors to the destination and provide a one-stop-shop experience to planning a winter ski vacation in Banff.

The objective for this project was to create a direct mailer that would capture folks who had visited SkiBig3 previously, and/or had subscribed to SkiBig3’s email newsletter but had either lapsed, or unsubscribed within the last 2 years. We worked with the sales team to provide a discount for anyone who resubscribed to SkiBig3’s newsletter through the direct mailer. This achieved 3 goals: get folks back into SkiBig3’s ad funnel, gain more bookings & boost email subscriptions. The mailer went out to 13,000 people; roughly 8,000 in the United States & 5,000 in Canada.

Since SkiBig3 doesn’t usually engage their target audience through direct mail, we wanted this mailer to be entertaining, a bit whimsical & eye-catching, not just something folks would toss in the recycling immediately. We played around with the concept of having a perforated pull-tab, where the pull-tab followed the tracks of a skier or snowboarder. This proved to be logistically challenging, but the end result was super worth it. Once opened, the tracks reveal the fun ‘S’ shaped mailer that again resembles tracks in the snow, and layered illustrative mountain design.