The Project Scope:

SkiBig3 represents the three ski resorts in Banff National Park: Banff Sunshine, Lake Louise, and Mt. Norquay - working together to attract visitors and provide a seamless planning experience for a Banff ski vacation. Our direct mail campaigns were designed to re-engage past guests and lapsed newsletter subscribers in key Canadian and U.S. markets.

The goal was to create a mailer that would bring users back into our digital funnel, encourage resubscriptions through an exclusive offer, and ultimately drive bookings. Our first campaign in November 2023 reached 13,000 households across North America and helped reintroduce the brand to audiences who had disengaged from our email newsletter.

Following the success of that piece, our most recent mailer launching in November 2025, targeted 20,000 households in Colorado— a high-value ski market known for overcrowded resorts. The creative concept positioned Banff as the alternative: wide-open terrain, fewer crowds, and a more relaxed mountain experience. The messaging leaned into this contrast, inviting travelers to “skip the lines” and rediscover skiing in Banff.

Because direct mail isn’t a typical channel for SkiBig3, we wanted the design to feel playful, unexpected, and worth keeping. For the first campaign, we developed an interactive perforated pull-tab that followed the tracks of a skier or snowboarder. Though technically challenging, the final piece created a memorable reveal: an S-shaped insert with layered mountain illustrations that reinforced our story and stood out from traditional mail formats. For the more recent Colorado piece, we elevated the experience further by incorporating a subtle sparkle UV coating across the snow elements to add depth and visual impact.

* mailer still in production, samples pending