Charter Communications Outdoor Charter Tourist Agency: Snowballs by RA Voskhod

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Charter Tourist Agency: Snowballs

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Industry Travel Agencies, Tour Operators & Travel Services
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Russia
Agency RA Voskhod
Creative Director Andrey Gubaydullin
Copywriter Aleksandr Parkhomenko
Designer Yana Akhmetshina
Released July 2011


MIAF Awards 2011
Media Projects The best outdoor advertising usage Third place

Credits & Description

Category: Best Use of Outdoor
Advertiser: CHARTER
Product/Service: TOURIST AGENCY
Date of First Appearance: Mar 3 2011
Entrant Company: VOSKHOD, Yekaterinburg, RUSSIA
Creative Director: Andrey Gubaydullin (Voskhod)
Art-Director: Vladislav Derevyannykh (Voskhod)
Junior Creative Director: Evgeny Primachenko (Voskhod)
Copywriter: Aleksandr Parkhomenko (Voskhod)
Designer: Yana Akhmetshina (Voskhod)
Media placement: outdoor campaign - outdoor - 3 march 2011

Insights, Strategy & the Idea
In the Urals snow stays for half- year. People get tired of it and dream of holidays in warm countries.

Creative Execution
In outdoor advertising of tourist agency “Charter” snow helped Ural people move far from snow. One had to choose a country shown on the board, hit it with snowball and take a picture of successful throw. The picture gave a discount for the trip to the chosen country.

Results and Effectiveness
The news about playing snowballs with outdoor advertising appeared in many local media. Several hundred of accurate townspeople went on holidays. During a month of off-season promotion the number of “Charter” clients exceeded the figure of peak season.