VOLVO Ski In, Drive Out
The Volvo Ski In, Drive Out program is an experiential and promotional program created for the Volvo West Region. I created the concept and led the build-out of that concept.
SITUATION
The program was created to leverage the Volvo Western Region partnership with Heavenly Ski Resort, which is situated within driving distance of several key western Volvo markets.
At the time this program was developed, one of the key brand benefits that Volvo marketed was its superior performance in all weather conditions, including eight AWD models. The versatile performance of Volvo enha
CHALLENGE
Increase awareness and retention of key brand benefits, drive dealer traffic and test drives, and increase sales leading into and during the winter season.
SOLUTION
Leverage Volvo’s partnership with Heavenly Resort to enable Volvo’s target audience to experience its winter driving benefits – 8 AWD models with legendary handling and safety in snow – at on on-hill All-Terrain Park. Offer test
PROGRAM DETAILS
The Heavenly Experience
SKI IN, DRIVE OUT
- Showcase Volvo’s legendary all-weather performance with a Volvo All-Terrain Park for on-mountain test drives
- Sweepstakes to win XC90 with Ski Package
- Brand Ambassadors distribute brand info, carabiners with sweepstakes codes and premiums
- Merchandising includes wrapped Gondolas, ski hill banners and Volvo show cars at the base of the ski resort
PROGRAM DETAILS
The Dealership Experience
Test Drive Incentive:
- 2-day Heavenly pass
- One winner per week wins extended test drive to Heavenly for weekend
Purchase Incentive:
- Free Volvo Ski Package: rooftop loadbar with ski and snowboard holders, winter accessory package, Heavenly passes and snowboard or skis
Dealer Support:
- Print and radio tags, outdoor banners, social media, showroom display with Heavenl