Challenge

World Ski and Snowboard Festival (WSSF), is the largest annual winter sports and music festival in North America.

Goals

The WSSF required independent audience analysis, to uncover extensive audience insights to:​

1. Identify trends and differences between WSSF’s online and onsite audience ​
2. To present 10x strategic suggestions that enable WSSF to develop a long-term marketing strategy
3. To enable WSSF to present independent findings to all stakeholders

Solution

Using a range of research methods that draw upon multiple data sources that included:​

— Online audience: CRM data, website, social media, and online press
— Onsite audience: Event ticketing data, hotel partner data, participation registration data, and an onsite survey ​

They were combined with 3rd party sources including air traffic data to generate deep audience insights.

Impact

The insights generated several different outcomes including: ​

— Key recommendations for marketing strategy ​
– Quantified the brand value and appeal of WSSF ​
— Produced distinct audience segments for future marketing activities

25,000,000

more video views

42%

increase in social media followers

180,000

more editorial pageviews on FEI.org

2,000,000

more engagements

"A deep understanding not just of sport, but of sport fans and how to engage them, as well as a partner who works as hard as you. You’ll love working with them."

Alice Permain, Sports Content Manager, Broadcast and Digital

International Federation for Equestrian Sports

Contact us to find out how we can engage and grow your audience.