ÅRE FJÄLL
A collaboration with resorts in the Åre mountain
region, involving slopes, ski lifts, hotels, cabin
complexes and restaurants.
The brief was to market attractions in the Åredalen
valley, get their individual messages noticed and get more
visitors.
The agency presented a three-winter
strategy. The plan was for all actors to combine their
marketing.
This differentiated the group from all
other ski resorts in Sweden and the Nordic region and
strengthened Åre as a brand.
The message: Åre – Northern
Europe’s alpine centre.
Marketing included a new logo, ads in
the daily press and new ski catalogues each season.
SUMMARY
Post-campaign market research by Temo showed better
numbers than any other advertiser for the period.
68 % had noticed the campaign. 41 % had
read the ads. 38 % had message recall.
Best of all, more tourists were
choosing Åre as a destination.
