The Cardrona Alpine Resort marketing team were recognised at the TVNZ Marketing Awards last on Tuesday, November 10, when they received New Zealand’s Best In-House Marketing award.
Now in their 29th year, the awards are a celebration of everything that makes marketing great in New Zealand and beyond. The in-house team at Cardrona were listed as finalists in two excellence categories: Winter 2020: Pre-season Campaign for their ‘40 years of Cardrona’ campaign; and the Covid-19 response.
Communications executive Jen Houltham said that Cardrona’s 40th anniversary this year had provided an opportunity to create a unique campaign that was distinctive, using history and authentic narratives from archival material, Cardrona personalities and online fans to bring it to life.
In March, usually Cardrona’s largest online selling month, the Covid-19 global pandemic led to a full lockdown in New Zealand. With reduced hours, and 65 days without paid activity, Cardrona’s in-house marketing team pivoted from a sales focus to one of open and empathetic messaging. When it was confirmed the NZ ski industry would be able to operate at Level 2, a campaign restart was necessary and, against all odds, the team’s campaign targets were exceeded.
“We are absolutely blown away to be recognised at a national level,” said Nadia Ellis, Cardrona’s Marketing Manager. “The other finalists in the category included iconic kiwi brands such as J. H. Whittaker & Sons, Meridian Energy and the NZ Police, so it was humbling to have our hard work validated after such a challenging year.”
Houltham added that the team were incredibly proud to represent Wānaka and Queenstown on a national level, and were excited for the start of Cardrona’s summer season on December 11.