"Millennials are coming of age in an age of economic turmoil, a difficult job market, therefore, they end up romanticising simpler times - even those times they weren’t around for."
Cassandra McIntosh
Senior Insights Analyst at Exponential
Senior Insights Analyst at Exponential
Inspired by the quote above, a nostalgia-focused visual style was proposed for the 2021 edition of the ski trip. Nostalgia marketing campaigns work because they resonate with positive memories and beloved ideals from the past. These strategies allow customers to relive their fondest moments.
The better we feel when experiencing a new, or old brand, the more open we are to the messages of that company. At the same time, because nostalgia makes us feel something, we’re more likely to act too. When brands use creativity to develop a 'blast from the past' for their audience, they’re more likely to reach them on an emotional level – which is essential to strong marketing. Nostalgia also taps into familiarity which is a key aspect of trust.
In an age that’s plagued by impersonal digital connections, nostalgia allows brands to leverage the optimistic feelings that come with a walk down memory lane. References to the past will help to humanise the Palatinalps brand, creating that sense of alignment that we all feel when we think about our past.
Nostalgia is also a compelling tool for engagement. When customers feel nostalgic, they’re naturally inclined to share their thoughts and feelings on both a personal and honest level. For instance, when you’re reminded of something from the past, a song or a film, you don’t just want to enjoy it by yourself, you want to share the experience with people who you know share the same memories as you. That makes nostalgia a natural way to make campaigns inherently sharable.
