Case Study: Borovets Ski Resort

Read how we assisted Borovets Ski Lodge in designing, shooting, editing and marketing their latest promotional video with the use of Artificial Intelligence

History

Borovets, known as Chamkoria until the mid 20th century, is the first mountain resort of its kind, in Bulgaria and on the entire Balkan range. Its origin dates back to 1896, when Kniaz Ferdinand – Bulgaria's monarch at the time, had his summer residence and several hunting lodges built there. His example was followed by aristocrats and members of the Bulgarian elite, who subsequently built their summer cottages and chalets in Borovets.

The Project

“The best perspective for the video would be a first person POV using a GoPro camera to capture the direct experience awaiting the consumer.”

The team at Borovets had identified they required a new promotional video for the resort. We sat down and came to the conclusion that the video would need to display the incredible skiing experience on offer, displaying the scenic views whilst also informing the audience of key price information. We decided the best perspective for the video would be a first person POV using a GoPro camera to capture the direct experience awaiting the consumer.. Including both day and night shots, the video would then be edited to include the pricing information.

The Marketing

“Using cutting edge technology to bring the offline advert to life.”

Once the video had been shot and edited, we worked on implementing our IMC campaign. We decided the best way to advertise the campaign would be through Social Media and billboards throughout Bulgaira. The appraoch to Social Media was simple yet effective, posting the video advertisement on the resorts social channels and dividing the social media portion of the budget evenly across Facebook and Instagram.

We decided to be more creative with the billboards, using cutting edge technology to bring the offline advert to life. Given that billboards generally attract a shorter attention span as these are viewed by "passers by", we decided that fusing Artificial Intelligence with the offline advertising would be more effective. We added a call to action by way of a QR code which could be scanned on any smart phone, bringing the video advertisement up to take on the go. Download a QR reader from your app store and give it a try below!