SELLING OUT EXCLUSIVE GOLD PASSES
GOAL: Drive rapid sales of the $15,000 Gold Pass, an elite membership supporting the U.S. Ski & Snowboard Team, and reduce historically long sell-through cycles.
KPIs: Purchase conversion rate.
STRATEGY: AMP implemented a precision-targeting approach by identifying high-net-worth individuals and passionate ski enthusiasts, cross-referencing this with previous donor and buyer data. This allowed us to focus marketing spend on the most likely purchasers, accelerating conversion.
IMPLEMENTATION:
Using a phased digital-first strategy, we guided prospects through the sales funnel by deploying:
- CTV/OTT and YouTube ads for high-impact brand storytelling.
- Programmatic display and social platforms for continuous audience engagement.
OUTCOME:
All U.S. Ski Gold Passes were sold out within one month—a record-breaking timeline, significantly outperforming previous years where sellout periods stretched up to nine months.