Construction
Badkleinkirchheim Bergbahnen – Campaign
Background
I’ve been leading the seasonal winter campaigns for Bad Kleinkirchheimer Bergbahnen for the last 5 years. The objective has remained consistent: increase skipass sales and hotel bookings by running a series of targeted, conversion-focused campaigns. Each winter, the campaign runs from November to April and is broken down into four distinct offers:
Ski-Opening
€1 Skipass
Ski-Wellness-Wochen
Sonnenskilauf
Each campaign targets slightly different audiences and timings, with overlaps between campaigns managed carefully to maintain message clarity and campaign efficiency. The majority of the budget is allocated to digital placements, with selected campaigns supported by offline activity as well.
Client: Bad Kleinkirchheimer Bergbahnen
Scope: Full digital performance campaign management for winter tourism
Duration: November 2024 – April 2025
Channels: Meta (Facebook & Instagram), Google (Search, Display, Performance Max, YouTube), Partner Networks, Newsletters, Offline (selected campaigns)
Markets: AT, DE, PL, NL, RS, HR, HU, CZ, IT, SI, SK
Budget: €250,000 – €300,000
Campaigns Overview
Campaign Approach
Meta
Ad Flights
All Meta campaigns are structured in short bursts (Friday–Monday), based on five years of engagement performance data.
Creative Testing
First two flights are testing phases with 6–10 creative and copy variants. From the third flight onward, only the best-performing combinations are used.
Formats
Static image and video ads only. Carousels were tested but consistently underperformed.
Platform Split
Facebook receives the majority of the Meta budget, as it's where the core audience engages. Instagram receives smaller allocations based on lower engagement and conversion rate.
Retargeting
Final two flights of each campaign are reserved for retargeting, focused on users who engaged in earlier stages.
Always-On Strategy
Google campaigns run continuously during the relevant promotion window.
Channels
Search, Display (HTML5), Performance Max and YouTube.
Targeting
Based on historical keyword performance, hotel booking periods, weather-triggered spikes (snowfall) and ongoing engagement signals.
Retargeting
Similar to Meta, retargeting campaigns are run in the final phases to bring users back into the funnel.
Execution by Campaign
Ski-Opening
– Online-only campaign run on Meta.
– Positioned as the season opener with short-term urgency.
– High-performing content: snow teaser videos, countdown visuals and “first tracks of the season” themes.
Facebook Ads
€1 Skipass
– Offer aimed at families: every child pays only €1 per ski day when an adult buys a 6-day pass.
– Channels: Meta, Google, and selected offline placements (e.g. posters in train stations).
– Partnered placements on ski-related and weather platforms (e.g., bergfex.at, wetter.at, ski-gebiete-test.de, iski.cc).
Facebook Ads
Google Search Ads
Google Display HTML5 Ads
Ski-Wellness-Wochen
– Focused on the resort’s unique ski + thermal spa offering.
– Campaign emphasized relaxation after skiing, with videos showcasing thermal pools, saunas and snowy backdrops.
– Display remarketing emphasized the bundled value of ski and spa access.
Facebook Ads
Google Search Ads
Sonnenskilauf
– Late-season campaign with a 30% discount on multi-day skipasses and daily thermal entry.
– Messaging focused on longer daylight, spring sun and empty slopes.
– Performance campaigns were highly targeted and retargeting-heavy, pulling in last-minute planners.
Facebook Ads
Google Search Ads
Offline Ads
In select campaigns, we tested offline advertising through billboard placements in train stations to capture the attention of travelers during high-traffic periods. In some of these executions, we experimented with a minimal approach, featuring only a QR code on the poster to spark curiosity.
While we were able to track the number of scans and analyze interest levels, the overall results did not justify the investment. As a result, we gradually phased out offline advertising.
Targeting & Geographic Rollout
– Campaigns were launched across Austria, Germany, Poland, Netherlands, Serbia, Croatia, Hungary, Czech Republic, Italy, Slovenia, and Slovakia.
– Budget allocation was optimized based on performance and CPM rates in each market.
– Each campaign had slightly different detailed targeting (demographics, interests, age etc.)
– Austria consistently performs best and typically receives the largest share of budget with the high engagement (CTR of up to 35% on Google Search, 8% CTR on Facebook) which leads to high conversion rates.
Tracking & Reporting
– All campaigns are tracked via Google Analytics using UTM links.
– Events like button clicks, scroll depth and form submissions are tracked using Google Tag Manager.
– A custom dashboard in Looker Studio is shared with the client, offering real-time transparency.
– Regular check-ins with the client are scheduled 1–2 times monthly.
– Dedicated support from Google and Meta reps is in place, with bi-monthly strategic review calls and ongoing feedback loops for optimization.
Additional Tools & Channels
– Newsletter, with database of 15,000+ contacts, is sent once a week throughout the season.
– Spontaneous "Webcam" campaigns are prepared for snowfall surges, allowing for quick launches when weather conditions shift.
Performance & Outcomes
– Continuous year-over-year growth in ticket sales and hotel bookings (with the exception of pandemic years).
– Post-pandemic rebound year delivered record performance: Double digit in millions in revenue generated from a €275K ad spend. While external factors (favorable snow conditions, lifted travel restrictions) played a role, in this season, campaign targeting and timing clearly amplified results.
