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Marketing

NSAA HONORS SEVEN IN DUSTRY’S
RESORTS WITH 2015-16 16
MARKETING AWARDS BEST

BY REBECCA W. AYERS, EDITOR 2015 20

NSAA HAS GIVEN SEVEN SKI AREAS top honors for their Courtesy Taos Ski Valley
2015-16 marketing programs. NSAA announced the win-
ners during a special awards presentation May 20 during its
National Convention and Tradeshow in Nashville, Tenn.

The awards are sponsored by Ryan Solutions, a
strategic marketing and database technology firm based
in Ohio. Judges for the awards were Mike Bisner, vice
president of sales/East for AXESS NORTH AMERICA;
Kristen Lummis, a snowsports and travel writer, and two-
time winner of NASJA’s Harold S. Hirsch Award for her
popular Brave Ski Mom blog; and Sarah Plaskitt, founder
and CEO of scoutski.com, and former brand strategist for
world leading brands.

NSAA presents the awards to member resorts with
successful marketing programs that ultimately help grow
the sports of skiing and snowboarding. Here are the
2015-16 winners.

BEST OVERALL MARKETING
CAMPAIGN

Taos Ski Valley, NM

Preconceived notions about an individual ski area are usually traffic to the SkiTaos.comClient: website, increase online lift ticket
good, bad, or a little of both, but when they’re also vague— File:
as Taos Ski Valley (TSV) realized was the case—there’s a TAOS
golden opportunity to assert a stronger image. TAO_0023_CB_SBoardMag_FP.indd

Despite TSV’s rich history and unique positioning, Size: 9” x 10.8125” [Bl=.125] [Li=.25]
research indicated that while the area had some recognition,
familiarity with the brand was inadequate, resulting in the sales, and increase skier visits.Fonts:
perception of Taos as being mysterious and a bit indefinable. Date:
So the resort decided to undergo a marketing campaign to Res:
better articulate the brand’s story, character, and key messages. Merlo, Jenna Sue
Called “Taos Secrets Revealed,” the concept supported TSV’s 27810.15_FN
objectives for 2015-16: build brand awareness, increase overall 300ppi

Designer: gm/cp Proofed by: km on mountain
Key brandSnowboard Magazine Full Page Ad positioning focused the spiritual
CMY K

experience, the distinctive culture of Northern New Mexico,

the untamed terrain, the genuine hospitality of the people,

and the quirky, funky vibe of Taos. The resort developed a

campaign landing page, videos, blog posts, digital ads, and

website content focused on the unique cultural positioning

of the resort, highlighting the personalities at Taos, and

celebrating the spiritual experience of skiing there. Print ads

contained ski action and cultural imagery superimposed

42 | NSAA JOURNAL | SUMMER 2016