In order to identify the most passionate visitors to the Mont-Sainte-Anne and Stoneham ski resorts in Quebec City, a challenge was set up to sports enthusiasts with a free lift ticket as a reward.
Enticed by the promise of a free ride, skiers and snowboarders were led to a snowy tunnel where they were bombarded with cold blown by snow guns. If they were able to make it all the way to the end, they had the chance to redeem their lift ticket. Although it doesn't look so bad, the frozen-over hats and beards are an indication of how cold this test must have been. As well as rewarding visitors to the resort, this is a great way to leave them with an experience that will not easily be forgotten.
Winter Endurance Challenges
This Ski Resort Promised a Free Lift Ticket to True Snow Lovers
Trend Themes
1. Winter Endurance Challenges - The trend of ski resorts setting up challenges for visitors to test their endurance in the winter will continue to grow, leading to opportunities for themed events and sponsorships.
2. Cold Weather Marketing Stunts - Businesses can use cold weather conditions to their advantage by creating experiential marketing stunts that not only attract attention but also leave lasting impressions on consumers.
3. Experiential Rewards - More businesses and organizations will offer experiential rewards, such as event tickets or exclusive access, in exchange for customer engagement or participation in promotional activities.
Industry Implications
1. Ski Resorts - Ski resorts can create innovative and challenging experiences for visitors, as well as opportunities for sponsored events and partnerships with outdoor brands.
2. Outdoor Apparel - Outfitting consumers with cold-weather gear for endurance challenges and other winter activities presents a disruptive innovation opportunity for outdoor apparel companies.
3. Tourism - The trend of offering unique and unforgettable experiences will continue to disrupt the tourism industry, as travelers seek out more meaningful and memorable trips.