A destination ski resort offering 3,000 acres of award-winning terrain.
The client wanted to retain resort visitors within their CRM targets and prospect new visitors in direct flight markets.
Delivering a 6-week Addressable TV media campaign, FiveFifty prospected new customers via set-top TV boxes, targeting ski/snowboarding audience segments in each of their key direct flight markets. Additionally, we targeted households on their existing CRM who were either in a lapsed or active state. The campaign utilized a data match-back measurement strategy, which overlaid purchase information to target audiences in order to understand the impact that Addressable TV had on sales and household pass purchases for each group.
+6.3% lift in the sales rate among HHs in the Prospecting target
+14.56% lift in sales rate between test and control HHs within the CRM
+29.9% lift in sales for lapsed customers vs. control group
+25,000% lift in sales for Active Customer CRM group vs. random control group