The idea was to create a powerful piece. That is why we sent a teaser with a snowball inside. However, when people instinctively shook it- in the hope of finding the typical snow effect- they were surprised to find that there was no snow inside.The piece was accompanied by a brochure saying: Looking for snow? on its cover. And once you opened it you would read: Cerro Castor is the only place where it is guaranteed.There was also a call to action for people to call and require further information.Callers would later receive a complete brochure and the invitation to call back and make reservations.

Results:• The piece was sent to 1,000 unique contacts (skiers who used to travel to other ski centers)• Out of which, 763 contacted the call center.• 278 of these successful contacts made reservations.• Although this was not an inexpensive piece, a week in a Cerro Castor Lodge costs about U$s8,000. Therefore, the cost per contact was highly satisfactory.