When a major ski resort in Whistler, British Columbia approached us, they had a problem: despite being one of the world's premier ski destinations, they were barely a blip on the radar for Chinese travelers. Two seasons later, they had tripled their direct bookings from China. Here's how we did it.
Whistler's world-class terrain became the centerpiece of a targeted campaign for Chinese snow sports enthusiasts.
The Challenge: A World-Class Product, Invisible to China
Whistler Blackcomb is legendary among skiers and snowboarders globally. But in China, it was competing against a rising tide of domestic ski resorts and better-known international destinations like Japan and Switzerland. Their existing marketing efforts—primarily translated versions of their North American campaigns—were generating minimal traction.
The core issues were clear:
- Low Brand Awareness: Most Chinese travelers interested in ski trips had never heard of Whistler.
- Misaligned Messaging: Campaigns focused on "extreme" skiing, which alienated the larger market of intermediate skiers and families.
- Wrong Platforms: Marketing efforts were scattered across platforms with low engagement from their target audience.
The Strategy: Research, Segment, and Localize
Phase 1: Deep Audience Research
We started by identifying the most promising audience segments. Through social listening and data analysis, we pinpointed two high-potential groups:
- Young Affluent Enthusiasts (25-35): Experienced skiers/snowboarders from Tier 1 cities, active on Xiaohongshu, seeking world-class terrain and a "cool" destination to showcase on social media.
- Family Travelers (35-45): Parents looking for a safe, family-friendly ski experience with activities for non-skiers, often traveling with extended family during Chinese New Year.
Phase 2: Platform-Specific Content Strategy
Instead of a one-size-fits-all approach, we developed distinct content strategies for each platform:
Xiaohongshu (RED): We created detailed "攻略" (travel guides) covering everything from how to book lessons in Mandarin to the best après-ski spots. This practical, searchable content became a key discovery tool for travelers in the research phase.
Douyin: We partnered with three mid-tier KOLs (influencers) who were passionate skiers, not just generic travel influencers. Their authentic, high-energy content showcased the thrill of Whistler's terrain and generated massive organic reach.
WeChat: We set up a dedicated WeChat mini-program for customer service and booking, providing a seamless, trusted experience for Chinese travelers.
"The key was authenticity. We didn't just hire influencers to pose on the slopes. We found people who genuinely loved skiing and could communicate that passion in a way that resonated with their audience."
Phase 3: Localized Experience Design
Marketing is only half the battle. We also worked with the resort to improve the on-the-ground experience for Chinese guests:
- Mandarin-speaking ski instructors and guest services staff.
- Chinese payment options (Alipay, WeChat Pay) at key touchpoints.
- Curated dining recommendations featuring Chinese-friendly options.
- A dedicated Chinese New Year celebration event.
Key Takeaway
Success in the Chinese market isn't about shouting louder. It's about speaking the right language—culturally, digitally, and experientially. By understanding our audience, meeting them on their preferred platforms, and ensuring a seamless end-to-end experience, we turned Whistler from an unknown into a must-visit destination for Chinese snow sports enthusiasts.
The Results
Over two ski seasons, the campaign delivered transformative results:
- Direct bookings from China increased by 3x.
- Xiaohongshu engagement grew by 850%, with the resort's official account becoming a go-to resource for Chinese skiers planning a North American trip.
- Douyin campaign videos accumulated over 2.1 million views, significantly boosting brand awareness among younger travelers.
- Guest satisfaction scores from Chinese visitors improved markedly, leading to positive word-of-mouth and repeat visits.
This case study demonstrates that with the right strategy, even destinations with low initial awareness can achieve significant growth in the Chinese market.