Ski Resort Marketing at its Best from Aspen Snowmass
This blog post is part of a series of blog posts dedicated to the best and worst of ski resort marketing from the 2012/2013 season. You can review all entries in the Ski Area Management article.
Aspen Skiing Company, Chase Jarvis Photography and Factory Design Labs created the 2012/13 season Aspen/Snowmass campaign using a combination of traditional and online marketing. My two favorite elements from the campaign are:
1) The Behind the Scenes video which showed the making of the campaign. With 202,561 views to date this video is proof that people love to take a peek behind the scenes.
2) The partnership with Chase Jarvis, a videographer, blogger and photographer with a huge following.
“To sell Aspen/Snowmass to affluent families and hardcore outdoor enthusiasts as the ultimate winter vacation destination, we highlighted Aspen’s extraordinary assets and trendsetting precedence. The campaign included Highland Bowl’s extreme, in-bounds terrain, Cloud 9 Alpine Bistro, Aspen’s exceptional tree skiing, top-rated terrain parks and unbeatable nightlife” stated the agency in charge, Factory Design Labs.
Targeting affluent families, young people and extreme skiers and riders, the Aspen/Snowmass campaign utilized various print, billboard, web and social elements. Aspen/Snowmass provided some preliminary results from the campaign and not surprisingly the campaign resonated well with skiers and riders:
2.5M initial impressions
Facebook likes 629, 12 shares, 71 comments
Twitter 22 tweets, 127 retweets, 88 favorites
Chase Jarvis blog – 226,000 unique visitors the week of the photo shoot, 168 tweets, 209 likes, 111 comments. (This partnership worked really well for Aspen/Snowmass to reach new audience).
Aspen/Snowmass increased Twitter followers by 17% and followers shared with Chase Jarvis, Inc by 44%
Obviously, people want to see more behind the scenes and less interruptive advertising. The campaign was well planned and executed. Connecting with influencers in your industry who can reach new audiences will be the way of the future. Nicely done Aspen/Snowmass, Factory Design Labs and Chase Jarvis!
if you’d like to check out all the entries from Ski Area Management, see the entire article.