New heights with cross-media: a subscription for a year on the mountain
Andermatt+Sedrun+Disentis

With an annual subscription to the Andermatt+Sedrun+Disentis mountain railways, guests can make use of all the facilities provided in the three regions throughout the year – from skiing on the Gemsstock to hiking on the Oberalp Pass. To boost sales of annual subscriptions during the advance sale period and to publicize the 20 percent discount, the destination worked with Swiss Post Advertising to implement two cross-media campaigns: one aimed specifically at activating existing subscribers and the local population and the other at attracting new customers.

The communication was specific to the target group: existing customers throughout Switzerland received an addressed mailing consisting of a letter and a folded flyer. PromoPost folded flyers, posters and advertisements were used to reach the local population. A multi-stage approach was used to acquire new customers in the cantons of Lucerne, Uri, Obwalden, Nidwalden, Zug and Aargau: firstly, the selected target group received an initial and then a reminder e-mail. The people who opened and clicked on the initial e-mail were then further activated with an addressed postcard mailing. Supplementary to this, a content teaser in the SBB newsletter provided additional reach in German-speaking Switzerland.

Three regions, two seasons, one subscription – significantly more sales

The annual subscription was just as impressive as the cross-media strategy across several target groups. Overall, the campaign led to higher advance sales figures in all guest categories and also strengthened ties with existing guests. This led to a rise in sales of 12 percent among second home owners and of 8 percent among other annual subscription holders.