Case Study : Snowplanet

Snowplanet, New Zealand's first and only all-year indoor snow resort, opened in Auckland in 2005 and offers visitors the thrill of snowsports at any time of the year.

Managing Director Eduard Ebbinge recognised straightaway there were going to be a number of significant challenges in setting up a new leisure brand.

"It was clear that we needed to have a serious commitment to our brand strategy. Building brand awareness through all channels of communication, for example our website, email and advertising, and employing the same brand values throughout the entire marketing mix was essential."

When Eduard became aware of Calcium Software's mailPrimer 1-to-1 and 1-to-many products he realised they resolved the issue of how to brand electronic communications. Snowplanet now uses the 1-to-1 product for its emails to suppliers and business partners and the 1-to-many product is used for newsletters to its retail customers.

"The mailPrimer products are a really important part of the mix. They're not only very useful tools but the level of professionalism in our communications also gives a strong signal that we are very serious about our brand," he said.

The amount of positive feedback from both suppliers and customers was overwhelming.

"People don't tend to associate this level of professionalism in look and feel with a hospitality business. We feel as if we're really setting ourselves apart."

"We've had really favourable results and are very happy with the product. And, importantly, the price point is also very affordable," he says.

"For us mailPrimer has been an absolute godsend. It's an incredibly powerful tool. The brilliant thing about the electronic medium is that it is so much more dynamic than static collateral."

Dave Bassett, CEO BrandNew

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