Solution: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.