Thredbo & McDonalds Franchises

Objective

To entice people travelling to the snow to choose Thredbo over competitors and cross promote McDonalds stores on the way to Thredbo in key traffic areas including Queanbeyan, Cooma & Majura Park.

Statistics at the time from the local area ticket resellers confirmed that a large percentage of people who purchased tickets in Jindabyne had not yet made up their mind about which resort to ski or snowboard at (people who have not yet pre-purchased tickets).
Represented an opportunity for sales from people driving to the snow, from our local area target market (Sydney, ACT, NSW regional within 7 hour driving radius). These people often waited for a 7 day forecast to view weather conditions before committing to a snow long weekend away and hence would delay purchasing tickets until the last minute when they received the 7 day weather forecast.

Using research of customer travel patterns to Thredbo, prioritized target markets to drivers from Sydney & ACT regions.
Met McDonalds Franchise Managers to investigate cross-promo options. Opportunity to create a “snow zone” in the store with collateral.
50,000 customers through stores on some peak season weeks.
Offer – Kick back offer for drivers to & from snow.
Collateral - Offer tokens produced & delivered for inclusion in McDonalds take away & drive through bags. Fit-out with in-store posters, trail maps, free passes for staff as weekly sales incentives & for Thredbo have more local “Ground Ambassadors” from experiencing our resort first hand and promoting it to customers.
The promo created a buzz in store with staff behind the initiative.

The targeted campaign yielded positive results for both parties.
Fun content generated with entertainment for the kids at Thredboland when Ronald McDonald visited the snow for a day, which was used on McDonalds social channels.
>1750 vouchers received by Thredbo ticket office.
>200 vouchers received by participating McDonalds stores with an upswing of return traffic to all stores, particularly Cooma.