Campaigns
Kärntner Skipass
Background
In winter 2024/25, Kärntner Skipass launched a full-funnel digital marketing campaign to support its rebranding from the former "Top Ski Pass" and drive sales across Carinthia and Vienna. The campaign targeted four key audience segments:
1. Families
2. Individuals
3. Couples
4. Grandparents
With a two-phase approach (pre-sale & regular sale) and precise geographic and demographic targeting, the campaign exceeded expectations, delivering record-breaking CTRs and an 18% increase in seasonal pass sales compared to the previous year.
Client: Kärntner Skipass
Scope: Full digital campaign production
Duration: September 2024 – December 2024
Channels: Meta (Facebook & Instagram), Google (Search, Display)
Markets: Carinthia; Vienna
Budget: €3000
Campaign Approach
Meta
– Regional targeting (Carinthia + Vienna)
– Ad sets tailored per target group
– Creatives and copy within ad sets tailored to the assigned target group
– Campaigns run in flights Friday - Monday, according to date those are the performing days
– Last two flights were retargeting people who entered the funnel
– Continuous campaigns during pre-sale and regular sale
– Focused on ski-related intent searches and retargeting
– UTM tagging and dynamic rema
Execution
Campaign Phases
Phase 1: Pre-Sale Launch
– Messaging: exclusive early-bird benefits, limited-time offers
– Animated video creatives on Meta (Feed and Story formats)
– Early bird benefits in google search ads
– Static executions of the video creatives on google display
Phase 2: Regular Sale Push
– Messaging: Ski Card benefits
– Increased frequency, retargeting warm audiences
Budget Split
– 30% Google (70% Search; -30% Display)
– 70% Meta (flights setup allowed for budget concentration during key decision windows)
Facebook Ads
Google Search Ads
Google Display Ads
Results
The Kärntner Skipass campaign delivered some seriously impressive results. Google Search Ads saw a record-breaking 57% click-through rate, showing that the messaging really connected with people. On Meta, the combination of vibrant visuals and tailored messaging drove strong engagement, especially among families and grandparents looking to enjoy the winter season. Most importantly, the campaign led to an 18 percent increase in pass sales compared to the previous year, making it our most successful season yet. By clearly communicating the new brand name and keeping the message consistent across platforms, we turned both curiosity and loyalty into action.
Key Learnings
One of the biggest takeaways from this campaign was how powerful it is to speak directly to people's specific needs. Tailoring our approach to different life stages, whether it was grandparents gifting a pass or couples planning a weekend getaway, made the Kärntner Skipass feel more personal and approachable. Balancing awareness around the rebrand with well-timed urgency helped us keep attention high. Using different rhythms across Google and Meta also kept the content fresh and relevant. In the end, a thoughtful mix of targeting, creative storytelling, and audience insight made all the difference.
