Monarch Airlines is promoting its new ski routes with a direct mail campaign which brings the slopes to life by using mobile image recognition platform Blippar.
Created by WDMP, the campaign features British Triple Olympian and brand ambassador Chemmy Alcott is designed to highlight the fact that, through Monarch’s new routes, skiers and snowboarders have new ways to access the best snow in Europe.
The supersized fold-out mailpack is being sent to a ‘hot-list’ of over 55,000 snow sport customers, targeted through a profiling tool developed by WDMP.
The pack unfolds to reveal a die-cut mountain range with action shots of the new destinations at its new routes to Innsbruck, Grenoble, Friedrichshafen and Munich. As well as the direct activity, Monarch is running a wider ski campaign, which has seen experiential ‘Schuss’ après ski bars at snow-domes across the UK and a national advertising campaign also using the digital technology.
Recipients will be able to download and open the free Blippar app on their smartphone or tablet, hover it over the pack and instantly explore the resorts, view a 3D mountain and an engaging video introduction from Chemmy, including footage of her training on the slopes.
Customers can zoom in and out of the mountain by moving their device closer or further away from the pack and can click on the destinations to view more information and a ‘Top Trumps’ style rating of 12 key resorts.
Recipients are also able to share information about the resorts through social media channels as well as a photoshare function. This enables them to capture
their photo inside a snow globe and share on Facebook. A series of extra videos are hidden across the mountainscape which, once users discover and click, will unlock further sound bites of Chemmy showing off her recommended pre-ski warm up exercises and top tips.
Monarch head of marketing James Massey said: “The interactive mailpack produced by WDMP captured and brought together everything we hoped to achieve. The pack looks fantastic and the Blippar experience is amazing. We really can’t wait for the coming winter season as Monarch continues to expand in new directions – in both our product offering and, crucially, our customer engagement approach.”
WDMP managing director Craig Wheeler added: “We are confident the involvement of augmented reality and social media channels will drive significant engagement and results”
