Page 64 - Summer 2014

2013-14 NSAA MARKETING AWARD WINNERS A direct marketing campaign targeted to 23,000 prior year first-timers also incorporated the BFF message, inviting BEST OVERALL MARKETING CAMPAIGN Winter Park Resort, Colorado them back for a visit and offering them a choice of three prod- ucts: Bring a Friend, Bring a Good Friend, and Bring a Great BEST USE OF MOBILE TECHNOLOGY Friend (priced according to value). Postcards and emails went to Copper Mountain Resort, Colorado nearly 6,000 current beginners within 10 days of their visit, and Wachusett also promoted BFF through social media, local ski BEST SOCIAL MEDIA CAMPAIGN shops, and on-mountain flyers and signage. Deer Valley Resort Company, Utah In all, the area sold 1,179 online BFF packages; 94 season BEST DIRECT MARKETING PROGRAM Roundtop Mountain Resort, Pennsylvania pass-holder BAF learn-to packages; and 220 combined redemp- tions for the three BFF options. The ski shop BAF coupon gen- BEST USE OF VIDEO MARKETING erated another 88 beginners, bringing the total number of BAF Telluride Ski and Golf Resort, Colorado packages redeemed to 1,581, up from 341 redemptions in 2012-13. BEST OLD SCHOOL MARKETING Jay Peak Resort, Vermont “Let’s face it, skiing is social,” said one judge. “Wachusett tapped into this positive aspect of our sport, asking everyone who BEST LEARN TO SKI AND SNOWBOARD loves skiing and riding to Bring a Friend, and making it worth- MONTH CAMPAIGN while for both. It begs the question: Why is January the only Wachusett Mountain Ski Area, Massachusetts month we want to encourage new skiers and riders to start?” N HALLEY O’BRIEN Accepting the 2014 Marketing Awards on behalf of their resorts are, from left, Steve Wright, Jay Peak; Coleen Reardon, Deer Valley; Kandace Kalin (assistant emcee), SportsInsurance.com; Jesse True and Dwight Eppinger, Copper Mountain; Chris Dudding, Roundtop Mountain; Jack Turner, emcee; Burton Chill Award winner John Ball, Snow Valley, Ontario; Gary DeFrange, Winter Park; and Brad Larsen, Telluride. 62 | NSAA Journal | SUMMER 2014 w w w.nsaa. org Ann NSAA Summer 2014 prepressed v6a.indd 62 7/3/14 4:22 PM