Crystal Ski Holidays has launched a dynamic DOOH campaign #GetMoreWinter, targeting Londoners with enticing real-time snow reports, ski package deals, and resort photos. The month-long campaign runs mid-week targeting commuters and office workers looking to stave off the post-Christmas blues by booking their next holiday.
The dynamic campaign is constantly evolving, providing snow alerts for specific resorts alongside information, photos and holiday packages for that resort. It also features user generated content, sharing images and customer experiences straight from the slopes, all with the call to action to “Choose a better winter at crystalski.co.uk”.
The campaign was created by RAPP who used Crystal’s customer data to provide dynamic solutions. The campaign was produced by Grand Visual, with planning and booking by Talon and real-time content delivery via OpenLoop.
The DOOH activity runs across Exterion and ECNLive LCD networks and supports a broader campaign spanning press, digital and social media.
Ellie Eyles, Brand & Advertising Manager at Crystal, commented: “With Crystal Ski Holidays, it’s all about getting more this winter. #GetMoreWinter aims to inspire everyone to enjoy a bigger, better winter out in the mountains. DOOH is the perfect medium for reaching busy Londoners with real-time snow updates matched with our latest holiday deals – encouraging them to start their winter adventure”.
Dan Dawson, Chief Creative Technology Officer at Grand Visual, commented: “This campaign is a good example of how DOOH can play an important role in an integrated digital strategy, mirroring on-line information and last minute deals, whilst helping to drive OOH audiences online to the point of sale.”
Lauren Everitt, Client Planning Director, at RAPP said: “Data and insight was key to the #GetMoreWinter campaign which we used to inform smart media choices across multiple platforms. The DOOH provides the ideal platform to deliver live snow reports from ski resorts to the streets of London and inspire those in need of a post-Christmas mood boost! This will encourage a deeper connection with the target audience and increase awareness of the brand itself.”