Wednesday, March 7, 2018
Marketing Trophy for Saas-Fee Winter Card Campaign
MARKETINGTAG Known as the "Oscar" of the Swiss marketing scene, the Marketing Trophy honors the most creative ideas and most successful marketing projects of the past year. Nominated for the trophy this time were eight projects, from which the jury has now chosen the winners.
The "Oscar" of the Swiss marketing world was awarded on March 6, 2018, as part of Marketing Day 18 at KKL Lucerne. The Swiss Marketing Association traditionally awards the prize to Switzerland's most innovative and successful marketing ideas. The jury headed by Prof. dr. Sven Reinecke from the Institute of Marketing of the University of St.Gallen has declared Saas-Fee Marketing Campaign winner of the prize for small and medium-sized businesses.
WinterCARD 16/17 - "A Knock-Out Deal!"
In Swiss winter tourism, supply clearly exceeds demand. But hardship makes you inventive.
In October 2016, Saas-Fee revolutionized the ski industry in Switzerland.
With an innovative marketing campaign, the cable cars launched a low-cost season passes deal and sold more than 90,000 season passes between October and December, generating revenues in excess of CHF 20 million. Thanks to the successful campaign, the Saas valley generated a plus of 15 %, the largest increase in overnight stays in all of Switzerland.
The basic idea of the campaign was based on the crowdfunding principle: over 90,000 skiers and snowboarders have a season pass for 222 francs, the «Hammerdeal» became reality. And the European record in crowdfunding set up. The season tickets were sold via the specially developed online platform www.we-make-it-happen.ch. The corresponding campaign took place on all channels (TV, print, editorial contributions, online). Cooperation partnerships, as well as a broad PR offensive, ensured a complementary broad communication and distribution.
Instead of remaining like the other destinations in Euro shock rigidity or to make the hollow hand beg from the policy subsidies, deficit guarantees and special tax regulations rattled Saas-Fee the Swiss tourism industry thoroughly on. The WinterCARD took advantage of the price elasticity and combined it with the safety factor of a minimum volume.