case study
A global marketing campaign reaches heli-skiing lovers worldwide, generating millions in new bookings with a 19x return on ad spend.
The Challenge
Northern Escape Heli-Skiing came to Twin Creek Media facing a critical inflection point. Guest confidence had softened and bookings had declined significantly, leaving the 2024/25 season projected at a roughly 36% shortfall against normal baseline volumes. The goal was ambitious: rebuild trust, grow international reach, and drive revenue toward a 57% increase within a year. The target consumer was an affluent, experienced skier (predominantly male, ages 45 to 60, earning $300K+ annually), split between European/Australian guests (many booking through agents) and Americans who book direct. These are not casual vacationers; they are discerning adventurers who have skied the world's best operations and will not tolerate poor service, wasted time, or a generic experience.
Results
400%
More Website Visitors
Heli-Skiing operations are quite unlike high-profile ski resorts. They are remote, almost secret destinations. Knowing that the website is in the role of a travel agent, we redesigned it and then drove 10,000s of skiers and boarders to check out the adventures offered.
50+
Countries Reached
International marketing campaigns take strategy, skill, and the ability to measure results. In luxury tourism, it's very easy to waste dollars on dreamers, so our team took a data-driven approach to reach serious heli-skiers around the world.
19x
Marketing ROI
Clear targets. Exciting messaging. Precise advertising. When it all comes together, the results speak for themselves. Counting only new guests, the new marketing efforts generated $19 for every $1 invested.
Project story
Deep Powder. Deep Thinking.
Northern Escape Heli-Skiing was founded in 2004 by four friends with a dream to build the ultimate helicopter skiing adventure. Based deep in the Skeena Mountains of Northern British Columbia, named World's Best Heli-Ski Operator for four consecutive years by the World Ski Awards, Northern Escape hosts guests from around the world across three boutique lodges.
Previous marketing had been fragmented across multiple contractors with no unified strategy, no performance measurement, and no clear picture of what was working. Twin Creek Media built a complete strategic foundation, rebuilt the website as an immersive digital experience engineered to convert serious heli-skiers, then launched a coordinated multi-element integrative B2C campaign across paid search/display, social, video, email, PR, traditional channels etc. We reached affluent adventure skiers across 50+ countries with one strategy, one budget, and one clear message: 'Ride The North - Canada's Ultimate Heli-Skiing'
view website
Campaign Architecture
How every channel worked together to move a consumer from first impression to confirmed booking.
Strategy Foundation
Twin Creek Media built a complete strategic foundation before any advertising ran — competitive analysis, SEO audit, customer personas, key messaging, and a full measurement framework. From there, five integrated campaign elements were deployed with consistent creative and messaging, each playing a defined role in moving a consumer from first impression to confirmed booking.
Website Redesign
The new site served as the conversion hub for the entire campaign. Designed as an immersive digital travel experience — photo-rich, video-forward, and built to answer every question a serious heli-skier asks before committing — it was the central landing point for every paid and organic channel. Paired with ongoing technical SEO and pillar content creation, organic traffic became the second-highest revenue channel in the campaign.
Video Production
Video was central to the campaign's creative identity across every channel. Twin Creek Media produced a cinematic brand commercial, a day-in-the-life guest experience video, and supporting short-form content deployed across YouTube ads, social media, and the website. The videos built aspirational brand credibility and reinforced Northern Escape's premium positioning at every stage of the consumer journey.
Paid Search & Display
Google Search, Google Display, and YouTube ads formed the paid digital backbone. Search campaigns captured high-intent skiers across Tier A markets (USA, Canada) and Tier B international markets (UK, Germany, Switzerland, France, Mexico, and more), with bids adjusted by country booking rates. Display extended reach throughout the booking consideration window. Google Search alone delivered 8.1x ROI.
Social Media & Community
Facebook, Instagram, and Reddit ads built aspirational awareness among affluent adventure skiers globally. Meta generated 1,655,511 impressions — the highest of any paid channel — with retargeting sequences to re-engage warm prospects. Reddit placed the campaign directly inside dedicated ski and backcountry communities, reaching serious enthusiasts at the discovery stage. Combined result: 5x ROI.
Email, PR & Traditional
Email campaigns re-engaged past guests and warm prospects throughout the booking season. PR and traditional channels extended the campaign beyond digital, ensuring Northern Escape's message reached the travel agent community that drives 50% of European bookings. Together these channels reinforced the premium positioning established across every digital touchpoint.
