TUI’s Crystal Ski Holidays Mega Mountain Match

Going off-piste with a fun approach for an avalanche of marketing opt-ins!

In a bid to drive engagement at their physical event stand, Crystal Ski Holidays used a customised matching pairs game with a big prize to be won!

Winter wonderland

Each year, the National Snow Show in Birmingham welcomes a wide range of visitors through its doors. From keen skiers and snowboarding enthusiasts, to those who have never tried winter sports but would like to give them a go, the event combines a great day out with an interactive retail experience.

For Crystal Ski Holidays – part of the TUI Group and an exhibitor at the event – the 2021 show was an opportunity to build brand awareness and drive engagement with their target B2C audience.

Eyes on the prize

The marketing team knew that they wanted to tempt visitors to their stand with an incredible prize giveaway – a winter holiday for two to the La Plagne ski resort in France, including return flights and accommodation.

They also wanted the game to reflect their ‘Let’s get back to the mountains’ campaign, which focuses on building excitement for the current season and getting back to all the things we love most about winter holidays. They just needed something to tie it all together…

We needed an engaging format that embodied our fun, playful brand and showed off the wide variety of activities available on a ski holiday as part of a wider marketing campaign.

Kelly Robinson, Senior Marketing Executive, TUI

Game on!

After looking at the various options available, they decided that an interactive branded game would be the perfect way to drive footfall to their stand. They got in touch with Peek & Poke to see what they could put together within the specified budget, and the work soon began to deliver a stand-out game for the event.

Starting with the Mega Match game – our modern twist on the classic matching pairs game – Crystal Ski Holidays added their own branding and swapped out the existing faces for pairs of winter-themed images.

After a healthy sprinkling of powdery slopes, cable cars, huskies, bobsleighs, and snow-covered villages, the Mega Mountain Match was born!

We discovered Peek & Poke online and loved the look of their games. They were supportive from the moment we got in touch and worked closely with us to bring our ideas and brand to life.

Kelly Robinson, Senior Marketing Executive, TUI

Let’s get this snow on the road!

With their tailored game in hand, Crystal Ski Holidays slalomed over to Birmingham for the big event. By displaying the game on a large touchscreen, it’s safe to say they stood out from the crowd and generated quite a buzz with their skiing holiday prize!

After just two days at the show, they had almost 300 gameplays and over 200 unique scores submitted to the leaderboard. With a whopping 53% marketing opt-in rate, the score submissions allowed them to capture GDPR-compliant data and generate valuable leads – all while building brand awareness in a way that was fun and engaging for their audience.

Visitors to our stand had a great time playing Mega Mountain Match and we had a queue throughout the weekend. The game format was ideal for our prize competition and we got some really positive feedback at the stand!

Kelly Robinson, Senior Marketing Executive, TUI


Customised matching image pairs

213 unique scores on the leaderboard

53% marketing opt-in rate