Overview

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Our goal was to identify and capitalize on the biggest opportunity the Bulgarian Tourism Board had to attract foreign skiers to the country, specifically at Bansko Ski Resort.

North American ski resorts are bleeding their customers dry. Lift tickets, season passes, lodging — the costs have become absurd. We saw an opening: prove to millions of skiers that they could fly to Bulgaria, ski world-class runs, and fly home for less than a weekend at Vail.

We executed this through three key moves:

• Expose the skyrocketing cost of lift tickets and season passes in North America
• Hit them with a headline so outrageous it had to be clicked
• Back it up with real data that made the decision feel like a no-brainer

The result? A nearly 1:1 like-to-share ratio — one of the rarest signals of true audience intent you'll see on social media. The post hit 4.8 million views, generated 201K interactions, 6 figure estimated media value and spiked breakout Google searches for "Bansko Ski Resort" and "Bulgaria Skiing", turning a single piece of content into a legitimate demand generation engine for an entire country's tourism industry.

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