CCI COTTING Research - Impact of ads in ski resorts on brands

© CCI COTTING CONSULTING LTD., Zilstrasse 27, CH-8153 ZH-Ruemlang, www.cci-cotting.ch, 2014

The Impact of advertising & sponsorship campaigns in ski resorts


The Research Company

Further information: http://www.cci-cotting.ch

Led by Prof. Dr. Laura Illia IE University Madrid and London School of Economics & Dr. Patrick Cotting Faculty Member IE University, USI (University of Lugano).


Overview

•  674 face to face interviews have been conducted in 4 resorts between February 23rd – March 16th 2014

•  Resorts: Sölden (AU), Verbier (CH), Val d’Isère (FR), Courmayeur (IT)

•  Media activity, image and purchase intention tested in all locations •  All interviews were conducted in the local language

•  The survey has been carried out with the help of iPads + a compatible software (iSurveySoft)

•  The analysis was done with the statistics software SPSS from IBM.


The tested CCI Effectiveness Model

S&E Project

Aware-ness

Attitude/

Image

Beha-viour

The influen)als: Length of stay, Na)onality, Age, Gender, being a customer, overall company awarenenss

Destination

Media/ Sponsorship Mix Creative Design

4


A few general results from the Study *The impact on image and sales was measured for the client but

cannot be published for confidentiality reasons

5


Age Groups

45%

24% 24%

8%

0%

20%

40%

60%

25-‐34 35-‐44 45-‐54 55-‐64

Sölden

35% 31% 26%

9%

0%

20%

40%

60%

25-34 35-44 45-54 55-64

Verbier

35% 27% 28%

10%

0%

20%

40%

60%

25-34 35-44 45-54 55-64

Val d’Isère

20%

43%

27%

10%

0%

20%

40%

60%

25-34 35-44 45-54 55-64

Courmayeur


Nationalities

Can you tell me firstly what country you are resident in?

0.70% 4.00%

12.20%

20.00% 17.40%

0.10% 0.10%

5.50%

0.40% 0.60% 3.30%

8.20%

16.90%

10.50%

0%

5%

10%

15%

20%

25%

Most people, that we interviewed, came from France (20%), Italy (17.4%) and the UK (16.9%).


Posters and Lift Posters are the most perceived ads

n=674

56.23% 61.57%

38.58%

29.23%

40.21% 46.44%

25.07% 26.11%

12.61%

0%

10%

20%

30%

40%

50%

60%

70% 1.  Posters 2.  Ski Lifts

8

Other media & plaHorms (for details please contact CCI)


The Impact on the awareness a. Unaided Recall

The influentials: Length of stay, Nationality, Age group, ...

Destination


S&E Project

Aware-ness

Attitude/ Image

Beha-viour

9


Unaided brand recall

The unaided brand recall is higher: -  The more the brand is doing

(à all or nothing approach)

-  The more the brand is also investing in experiences ( à more than posters; also ski schools, race tracks, events)

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The Impact on the awareness b. Aided Recall

The influentials: Length of stay, Nationality, Age group, ...

Destination


S&E Project

Aware-ness

Attitude/ Image

Beha-viour

11


High awareness of the advertisements

yes 95.90%

no 4.10%

Sölden

yes 78.70%

no 21.30%

Verbier

yes 45.20% no

54.80%

Val d’Isère

yes 83.40%

no 16.60%

Courmayeur

Have you seen this advert from company XY during your stay?

12


Conclusions regarding impact on the brand awareness

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•  Length of stay,

•  the nationality,

•  being a customer,

•  prior awareness of the brand

•  and having taken the ski school services…

…have a significant influence on the ad awareness!


At your service

The CCI COTTING Consulting Research Team •  Myrta Zemp •  Juliette Montavon •  Mario Schuler •  Linus Zemp •  Caroline Thuret •  Michael Sidler •  Anna Zemp-Kiser •  Chiara Casnati •  Liberty Lauren Radice •  Tatiana Rojas •  Fabia Roos •  Prof. Dr. Laura Illia •  Dr. Patrick Cotting

CCI COTTING CONSULTING LTD. ZILSTRASSE 27 CH-8153 ZURICH – RUEMLANG OBERDORF 12 CH-1712 FRIBOURG – TAFERS www.cci-cotting.ch +41 43 541 40 00 / +41 79 555 37 25 [email protected]

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CCI COTTING Research - Impact of ads in ski resorts on brands