In Summer 2022, Crystal Ski Holidays set out core objectives of wanting to promote their brand to a new and younger audience, inspire those who haven’t skied in a while and promote the different activities available on a ski holiday. EssenceMediacom advised that sponsorship would be an effective tool to break the barriers of perception with a 360 activation and to harness talent alongside an established event, Hyde Park Winter Wonderland (HPWW).
HPWW offered the perfect backdrop as a staple for many UK households during the winter season. A key element of the partnership was a three-part content series featuring talent which would align with and help Crystal achieve their objectives. The talent selected were Simisola from Mount Noire, a travel community focused on bringing diversity to the mountains, and TikToker’s Morgan M James and Moyo who have a combined following of 3.8M followers with a predominantly young audience.
The TikTok series utilised HPWW’s immense winter backdrop and the talent were set challenges which continued to communicate Crystal’s three objectives of inspiring those who haven’t skied in a while, as well as a new audience and educating on different activities whilst letting their personalities shine through.
The series ran for one month from the start of the 2023 ski season and targeting was refined based on performance. It exceeded the media plan reach by 16.9%, Crystal’s brand awareness increased 12.5% and passengers booked increased 5% comparatively YOY.
