The Project Scope:

For SkiBig3’s winter 25/26 season, I developed and led an international creator campaign in partnership with Crystal Ski Holidays, Banff & Lake Louise Tourism, and destination hospitality partners to expand brand awareness, grow overnight visitation, and position Banff & Lake Louise as a premier North American ski destination for UK and international travellers.

Built around strategic audience segmentation, seasonal opportunity mapping, and SkiBig3’s broader creator framework, the campaign aligned carefully sourced travel, luxury, and lifestyle creators with key business need periods like JFK weekend and SnowDays to maximize both reach and relevance. By combining creator storytelling, destination marketing, and multi-partner collaboration, the campaign generated over 22.6M impressions, 18.7M reach, 5.7M engagements, $1.7M in earned media value, 460% over-delivery in published content, and 92% increase in Banff bookings through Crystal Ski Holidays, becoming SkiBig3’s largest and highest-impact influencer collaboration to date.

By leveraging in destination partners like Fairmont Banff Springs, Fairmont Chateau Lake Louise and travel partners like Air Canada, we were able to demonstrate the full cycle of a trip to Banff & Lake Louise, with creator deliverables incorporating every step of the visitor experience. From activities to luxury accommodation, to the flight from London and of course world-class skiing, the story-focused approach ensured this campaign hit all key messages, while still giving creators the freedom to tap into trends organically — expanding reach in ways we had never anticipated.