Thredbo University Week

Objectives

  • Increase awareness amongst NSW & ACT students for Thredbo Uni Week.

  • Promote Thredbo University Week & sell tickets for the week of training, racing & partying, tailored for students.

  • Beat last year’s package ticket sales of 122.

  • Beat last year’s Snow Dome party ticket sales of 3000 (last night of Uni Week).

Planning

Defined target market

  • Students, aged 18-35 years, also selected specific universities including UNSW, Sydney University, UWS, ANU, Canberra University, CSU Wagga & Macquarie.

Defined channels to target

  • Approached universities direct -

    • Snowsports Clubs & large Sport & Rec Clubs e.g. ARC Sport >35,000 students & UTS Sport

  • Facebook advertising campaign to reach this target market.

Developed Offer

  • Worked with Ticketing Office Manager to devise a hot offer for students (requirement to show student card to get this exclusive deal).

  • “Ski, Board, Party & Play for $60* a day” -

    • 5 day midweek lift pass at $59.95 per day $299.75

    • Access to all Uni Week races & parties

    • Access to the main event - Snow Dome Party on the Thursday night

  • ROI based on daily budget, developed creative & digital assets, setup & tested the campaign. Assets included -

    • Digital

      • Uni Week A5 flyer – pdf

      • Uni Week A3 Poster - pdf – universities to download & print

      • Uni Week Facebook graphic & tracking url for FB ad campaign

      • Uni Week Webpage with integration to booking engine for direct bookings from the page

      • Uni Week Event Program –downloadable from Uni Week webpage

      • Thredo database eDm

      • Thredbo website homepage tile

    • Print – small component & merchandise for flyers

      • A5 flyer – 500 printed for Uni “O Week” show bags

      • A3 Poster – 50 printed for Uni “O Week” promotions at key large universities via the snow sports clubs e.g. Subski @ Sydney University

Planning & Execution

ACTION PACKED EVENT SCHEDULE

  • Similar to last year but with some new exciting party themes & a bigger focus on the sports angle (rather than just partying) including race training, alpine race days & presentations, plus other activities for first timers.

  • To appeal to the competitive universities wanting to train for University Games at Mt Buller in September later in the year & also use this trip as an opportunity for selection for the University Games team.

  • Action packed Uni Week Events Program -

    • Rekorderlig Apres Hot Pool Party

    • Tubing & Twilight Riding & Skiing

    • Alpine Races

    • Alpine Race Presentation with prizes for fastest male, fastest female & best stack! Prizes included free bottles of champagne from our sponsor MUMM (Pernod Richard), tied in with Formula 1 racing sponsorship.

    • Night Rail Competition also attracted athletes to compete for cash.

    • Snow Dome Party with high profile DJs including DJ Tenzin.

BRIEF & FORECAST

Results & EXAMPLE STATISTICS

  • Facebook Insights reports throughout the campaign to track likes, reach and engagement plus Google Analytics reports were also run to track webpage hits & program downloads, & sales reports also confirmed ticketed sales from the site via the Ticket Office.

  • Bursts aligned with any university activities including unis also posting our FB graphic to their social pages.Campaign Statistic Snapshot

  • Cost effective direct sales with partners & in-venue marketing event & social media marketing teams to provide a great week for students.

  • Sample results

    • Webpage unique visitors

    • Program downloads

    • Website conversion rate

    • Campaign Cost (FB 6000, print 300)

    • Cost per Acquisition (average spend $299 5 day ticket)

    • Sales Revenue

    • ROI

Specific numbers have been removed for confidentiality




Local Area Marketing, Channel SalesChristie Glasson