Canadian Mountain HolidaysCase Study

STRUCK CANADIAN MOUNTAIN HOLIDAYS

ChallengeCanadian Mountain Holidays, or CMH, is known for literally inventing the sport of Heli-Skiing. Based in Banff, CMH is the largest heli-ski company in the world, operating twelve lodges in the mountains of British Columbia over a total terrain larger the state of Colorado. After years of sustained success, the economic downturn affected their bookings. Wanting fresh thinking on their brand, CMH engaged with Struck.

InsightWhat we found were very loyal customers who were fervent evangelists of CMH. There was no question about the premium quality of the actual adventure product. But frequently, guests talked more about the experience beyond the actual heli-skiing. We also learned the current CMH guest profile was progressively getting older, and not being replaced by a younger generation of future heli-skiers. So we re-positioned CMH Heli-Skiing with three pillars: the camaraderie between guests and CMH guides and staff. A wild mountain setting with amenities like gourmet food, spa, and lodge activities. And certainly, the thrill of finding and skiing unparalleled, untracked powder that can only be found in the Canadian Rockies. We called the campaign Take Flight, using emotional video and photographic content that anchored CMH’s earned and paid media, as well as developing a Campaign Guide to help their in-house team create assets to support future efforts.

STRUCK CANADIAN MOUNTAIN HOLIDAYS

Video

STRUCK CANADIAN MOUNTAIN HOLIDAYS

Campaign Guide

STRUCK CANADIAN MOUNTAIN HOLIDAYS

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