Pure Powder

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Pure Powder is a community of shared interests and participation. People love their Pure Powder experience and over 60% of customers re-book annually. In-keeping with the culture, we worked to introduce new people to this community with referrals driving the process.

We helped create, launch and market the ski brand “Pure Powder”, allowing it to compete globally by marketing a range of new heli and off-piste skiing destinations and products to appeal to a broader audience.

The challenge for a brand in this multi-channel world is to ensure consistency of communication, irrespective of what media they consume. As part of the launch we developed an integrated campaign to communicate with existing customers and prospects across direct mail, brochures and online. The campaign was successful as customers were exposed to new destinations and products that resulted in new bookings.

Challenge

Design and deliver a new brand and digital strategy to broaden client reach and capitalise on new products and destinations.

Solution

We adopted a phased website delivery which enabled us to quickly launch a limited-functionality, highly optimised website. The aim of this was to showcase the brand in relation to the new product range and provide a rich media experience that would engage new and existing clients with the varied range of skiing adventures and destinations available.

Within days, the soft launch captured eager customers and generating bookings from new US customers coupled with an increased demand over the European ski season. In parallel, we created a scalable CMS technical solution to extend the online experience with innovative classification/search features, rich media functionality and integrated social channels.

The communication strategy enabled people to consider booking the ultimate ski experiences throughout the year, while the social strategy enabled consumers to share stories and socialise with like-minds.

With the completion of the name and logo for the re-brand, we then took to designing and creating stationery, along with brand guidelines, to allow the client to communicate the new brand through written and social channels to start the business.

Results

The new brand and online presence has already delivered results, with a 12% increase in new customer bookings and a significant increase in revenue.