Snowballing success

Nestled in the Italian Alps, Courmayeur is a destination that’s renowned for world-class skiing, breathtaking landscapes and rich heritage. Blending adventure with luxury, it attracts discerning travellers year-round.

As a brand, Courmayeur needed help building an integrated campaign strategy for the year ahead. Something that would show their target audience the destination’s superiority versus local and international competitors.

When Ivory Partners stepped in, Courmayeur was running a range of individual campaigns that – while successful in their own right – had to be integrated and organised to really deliver the awareness and ROI the brand needed. This was where we could be useful.

We encouraged Courmayeur teams to get off the treadmill of yearly marketing cycles and step back to think about the future, helping them shape a longer-term, integrated approach that would unite the best bits of the individual marketing streams.

This led to the creation of a digital-first Strategic Marketing Playbook that reflected their brand values. Within this framework we developed engaging stories and compelling marketing assets for Courmayeur’s teams, agencies and channel partners.

Everything was designed with a sharp focus on measurement and ROI so that now, by using the Playbook, Courmayeur can:

1. Attract and engage new customer flows
2. Maximise revenue from tourists already in the area
3. Position the brand as a premium location in Italy
4. Activate brand campaigns and plan for future scenarios