Neilson Active Holidays: Ski 2017/18

Neilson, the tour operator, moved away from travel agents to sell their flagship ski holidays exclusively direct to British consumers – giving them an ROI of 20:1.

Campaign details

Agency: WDMP

For winter 2017-18, Neilson decided to move away from travel agents to sell their flagship ski holidays exclusively direct.

The challenge was to build this direct business in amongst much bigger brands.

Strategy

To carve out direct sales, Neilson needed to get smarter, stand out and prove compelling value.

Whilst seeking the most persuasive reasons to choose Neilson, the campaign recognised that not all skiers are the same.

Combining data mining, CSQs, social listening, search data, analysis and research, uncovered the perfect "Neilson skier".

Someone who was an "experienced intermediate": They love the whole experience...

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