Page 49 - 83628_NSAA_SummerVol26

EXAMPLE OF LIFT TICKET AD CREATIVE
BEST OVERALL MARKETING CAMPAIGN (Up to 500,000 visits)

MOUNT SNOW, VT
The backbone of the campaign, the videos were featured in
paid social advertising, emailed to everyone in the database,
highlighted on the homepage, and used in employee orienta-
tions to help align staff with the brand message.
EXAMPLE OF LODGING AD CREATIVE
The response to the videos was immense. Fans tagged
their friends and posted their own stories, and the resort
directly responded with personalized comments and targeted
offers. The theme took center stage in customized offers sent
to website visitors based on their viewing history, and also
was a consistent message in the newsletter and in automated
welcome emails, pre-arrival emails, booking anniversary
emails, and targeted offers emailed to former guests.
Mount Snow displayed the creative on purchased digi-
tal billboards in core market areas, and it served as the focal
A play on words is often the basis for an entire brand, but point for the redesigned annual magazine, which highlighted
when it tells more than one story, you’re hitting pay dirt. images and stories about unique guests alongside content on
Mount Snow’s “We Love Snow” (We ♥ ) initiative is an snow quality and the new snowmaking system (with 40,000
excellent example of just how versatile a clever tagline can be. copies distributed).
Mount Snow based its 2017-18 marketing campaign on The resort tracked results and attributed every dollar
We ♥ , recognizing its dual application of inspiring a deeper spent on marketing to each piece of creative, with a focus on
connection with guests and publicizing a new $22-million engaging people who had the highest likelihood of respond-
snowmaking system. ing. For social media alone, total sessions increased 118 per-
The initiative launched with a four-part video series on cent over the previous year. The return on ad spend increased
individuals who have an emotional bond with the resort. 33 percent for preseason lodging and 72 percent for lift tickets.

BEST USE OF MOBILE TECHNOLOGY

SQUAW VALLEY | ALPINE MEADOWS
While most people are at least a little sunglasses each week, and the grand prize, a GoPro Hero 5, 9
competitive, the typical guest at Squaw at the end of the month.
Valley | Alpine Meadows (SV | AM) The resort promoted the App Lap Slapdown challenge
tends to be more so. With below-aver- through a variety of marketing channels to encourage par-
age snowfall at the start of the season, ticipation, including the website, app push notifications,
the resort came up with a great way to social media, email, PR, digital signage, and word of mouth
change the narrative for these stalwart via hosts and other resort representatives. The leaderboard
skiers/snowboarders: introduce a fun tracked stats and winners to celebrate their accomplish-
challenge to help generate excite- ments and encourage more participation. Competition was
ment about skiing/boarding, drive vis- fierce as the top contenders dueled it out until the very last
its, and increase engagement with the day, with lots of fun comments and good-natured teasing on
resort’s mobile app. social media.
To encourage customers to ski/ SV | AM easily met its goals for the app in terms of
ride more and utilize the mobile app, sparking interest in skiing/riding, making the experience
SV | AM launched leaderboard functionality and a month- more fun and social even in the absence of great snow, and
long contest, the “App Lap Slapdown,” for the most vertical increasing app downloads and engagement. Compared with
feet skied/boarded or the highest number of lift rides taken December, the resort tallied a 16 percent increase in vis-
throughout January. Guests participating in the friendly its, a 49 percent increase in app opens, a 67 percent increase
competition tracked their vertical progress on the app’s lea- in session length, and a 40 to 46 percent increase in perfor-
derboard for a chance to win a pair of Oakley goggles or mance tracking.

SUMMER 2018 | NSAA JOURNAL | 47