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onto the faces of characters who speak to the fact that the If you’re skiing at Cannon Mountain, you may get an
Taos experience is brought to life through people. The invitation on your smartphone to check out the hot soup
content was also distributed through paid, earned, and social or a cold brew in the nearby summit café. Thanks to a
media as well as email. partnership with Adored—a New Hampshire-based mobile
startup that utilizes iBeacon indoor location technology—
Results indicated the campaign was hugely successful. the resort is now able to generate personalized offers based
Within a few months of launching the campaign, the on your whereabouts and, to some extent, even the type of
videos had tallied more than 111,000 views on YouTube lift ticket you have.
and more than 550,000 views on Facebook, indicating
a strong increase in brand awareness. Online web traffic Cannon and Adored have deployed 20 iBeacons across
increased by more than 35 percent compared with the all resort profit centers (ticket windows, retail, rentals,
same timeframe the prior season, and there was also a 594 restaurants, and pubs), and are using them to tailor
percent increase in online ticket sales and an 11 percent the guest experience with real-time recommendations
increase in skier visits. for how to make the most of each visit. Guests receive
the recommendations in the Adored app (iPhone and
“The marketing team, in collaboration with Origin Android) via push notifications, and then redeem offers
Design, created a campaign that joined the general at points of sale.
perceptions of Taos as being mystical and undiscovered
with our welcoming and comfortable culture, all of which The Adored platform and the iBeacon location
helped establish Taos as a unique destination in the entire ski technology enable Cannon to customize offerings for
industry,” said Gordon Briner, CEO. guests based on anonymous behavior profiles, including
day ticket holders versus season pass holders. Each
BEST USE OF MOBILE TECHNOLOGY recommendation is created in Adored, and includes a
photo illustrating the service and a call to action (i.e,
Cannon Mountain Aerial Tramway redeem a barcode at a point of sale, make a phone call
& Ski Area, NH in the app to reserve tickets, or vote thumbs up or down
on the recommendation). The technology also tracks the
success of every recommendation.
Each guest receives a maximum of three push
notifications per visit—in the morning, mid-day, and
afternoon—with fresh recommendations each time. The
objective is to enhance the guest experience, and up-sell one
more purchase each visit and one more visit each season, said
Greg Keeler, director of marketing and sales.
How is it doing? In the first eight weeks of the 2015-16
season, the resort had engaged more than 1,700 guests with
Adored. One of many successful offers was for season pass
holders to bring a friend for an exclusive $25 lift ticket.
The push notifications had a 30 percent open rate, reaching
146 pass holders on site. From that group, 55 proceeded
to the ticket window to redeem the offer, resulting in a 38
percent conversion rate.
BEST SOCIAL MEDIA CAMPAIGN
Peek ‘n Peak Resort, NY
Guests use social media time and again to indicate that the
best part of skiing and riding is the fun they have with friends
and family. Now that most people have a smartphone camera
with them everywhere they go, the good times often result in
a slew of photos that document the experience.
SUMMER 2016 | NSAA JOURNAL | 43
