SKIFUN

SKIFUN is a specialized travel agency for ski holidays that has spent more than 20 years combining accommodation, ski passes, ski schools, and organized winter experiences into comprehensive packages. The brand targets families, couples, and groups across several markets in the region (Slovenia, Croatia, Serbia) and positions itself as a winter holiday specialist.

Our task at the start of the collaboration was to establish a unified, measurable advertising system that would simultaneously support booking sales across three key markets and reveal which channels and creatives actually generated bookings.

Before and at the start of the collaboration, SKIFUN faced several challenges:

• Advertising was running across three different markets (SLO, HR, SRB) without unified, comparable performance measurement per market
• Creatives were predominantly static, with no systematic testing of video formats
• GA4 data was inflated due to internal and repeat visits, making it difficult to realistically assess performance
• There was no clear link between advertising tracking and actual bookings sold

We designed the project as a connected system across three markets simultaneously:

• MULTI-MARKET META ADVERTISING (SLO, HR, SRB)
• SYSTEMATIC TESTING OF VIDEO AND STATIC CREATIVES
• INTEGRATION OF META + GA4 + EMAIL
• MORE PRECISE TRACKING OF ACTUAL CONVERSIONS (booking step instead of general GA4 traffic)

The goal of the strategy in the first two months was not merely to generate traffic, but to lay the foundations for measurable and repeatable growth across all three markets at once.

In the June-July 2026 period, we achieved wide reach and generated a high number of qualified results across all three markets, while maintaining controlled advertising spend.

• SLO: lowest CPR among all markets - the home market with the strongest brand awareness
• HR: the largest market by reach, stable results with a moderately higher CPR
• SRB: the highest CPR, but expected for a completely new market with no prior brand awareness

The market-by-market data allows us to allocate the budget more efficiently in the next phase, based on where CPR is falling and where interest is growing.

Even in the first two months, a clear difference emerged between formats.

• Video creatives on average achieved a significantly lower CPR than static creatives
• The best-performing video creative in the Croatian market delivered the most results at the lowest CPR in that group
• One static creative in the HR market, with a markedly high CPR, showed that continued reliance on static formats no longer makes sense

Based on these results, we are shifting the budget in the next phase predominantly toward video format.

Beyond advertising, we also revamped SKIFUN's entire visual identity on social media. We established a regular posting system that ensures a consistent and predictable brand presence throughout the season, instead of occasional posts with no clear structure.

At the same time, we elevated the creative to a higher level - visually more cohesive, more contemporary, and more aligned with the brand's tone (dynamism, authenticity, energy) - which strengthened SKIFUN's recognition across all three markets and supported the results of paid advertising.

In addition to advertising, we also monitored overall website traffic, where visitor engagement was high - engagement rate of 60.2%.

• Organic Search: the largest share of traffic (35.5%), the highest engagement rate (72.45%), and the longest average time on page
• Paid Social: the second-largest traffic source (27.3%), engagement rate of 44.26%
• Direct: the third-largest traffic source (24.1%), engagement rate of 61.74%

Throughout the conversion funnel (passenger confirmation → payment → purchase completion), organic traffic remains the strongest source, while paid traffic consistently contributes at every step of the purchase process.

In the first two months of the collaboration, we established a measurable, multi-market advertising system for SKIFUN that simultaneously supports three established markets (Slovenia, Croatia, Serbia).

The result is record booking sales for the 26/27 season and a clear foundation for further optimization - from budget allocation across markets to the shift toward video-first creatives.