In a market with so many great local ice cream brands, we needed to make Halo Top famous and further drive attention to it as a healthier alternative to traditional ice cream.
Every year, thousands flock to Queenstown for the start of ski season – stunning scenery, independent shops, quirky restaurants and nightlife means it has become a hub for celebrity faces and influencers too – pointing to a timely opportunity to drive fame of Halo Top locally and beyond.
We partnered with the quirky and wonderful QT Queenstown hotel to launch New Zealand’s first ice cream themed hotel room: the Halo Top Ski Lodge. The room came complete with a bespoke Halo Top Room service menu (ice cream nachos, anyone?), a fully stocked Halo Top fridge, branded ski apparel, ice cream-themed bathroom amenities, and a whole lot of fun.
To maximise the impact of this initiative, we employed a multi-channel activation strategy encompassing earned media, influencer collaborations, paid media partnerships, and original content creation. The campaign achieved remarkable success, reaching a global audience of 270 million people. Additionally, the QT Queenstown website experienced a 154% increase in daily traffic.
The Halo Top Ski Lodge proved exceptionally popular, with all bookings selling out within six hours of the room’s launch. This demonstrates the effectiveness of the campaign in generating excitement and interest around the Halo Top brand.