CASE STUDY: COPPER MOUNTAIN
Situation: Copper Mountain resort in Colorado needed to increase sales amidst a category-wide decline in leisure travel. While the recession had somewhat slowed the sales of lift tickets to locals, it really took a toll on the number of bookings from out-of-state guests.
Challenge: Our agency partners had developed the “Everyone Deserves a Snow Day” campaign to give people a fun, friendly reminder of the benefits of taking a vacation… especially at Copper Mountain. They asked us to figure out the best way to launch it on a modest budget.
Case Study: To create the biggest impact, we recommended focusing the budget on just three media markets rather than spreading it out across the entire western United States. By going heavy in 3 markets, we were able to secure high-impact placements for billboards in key zip codes as well as created integrated promotions and custom events with local radio stations.
Although the media ran in just 3 markets, the sales spikes in these markets were enough to generate a 52% overall increase in bookings for Copper Mountain year-over-year.
- Connection Planning
- Simmons Analysis
- Target Profiling