The objective of the project was to develop a regional, inexpensive and efficient promotion for the Munich travel agency "Giller" that creates a holiday feeling in potential customers and that refers them to the internet portal.

The Winter 2005/2006 was the longest Munich ever had. After four months people were sick of snow, ice and temperatures below zero. We knew this attitude and therefore used the snowfalls in February and March to create, in an unconventional way, a sunny, holiday feeling. Our promotion team was instructed to write last minute-offers on the snowy windows of parked cars and place promotion cards advertising the “Giller” Internet page under the wipers.

The desire for sun and holidays considerably increased the click rate of the internet portal and the bookings for “Giller” travel agency.

The powder snow promotion was the right activity for the “Giller” travel agency because everybody longs for sun and holiday suffering from this much snow and ice.