Grizzly Peak Resort Advertising Sales And Promotions

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Creating an effective advertising campaign requires a comprehensive understanding of the business's goals, target audience, and strategic messaging. In this case, the company is Grizzly Peak Resort, a newly developed luxury ski resort located in Snowmass, Colorado. The resort aims to attract both winter and summer visitors by emphasizing its year-round activities, high-quality accommodations, and family-friendly environment. The campaign must communicate the resort's unique offerings, appeal to diverse demographics, and implement a multi-channel marketing approach to build brand awareness and maximize occupancy and revenue.

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Introduction

Grizzly Peak Resort, situated within the scenic Snowmass landscape, is set to become a premier destination for travelers seeking luxurious accommodations and year-round recreation. The primary goal of the marketing campaign is to promote the resort as an all-season paradise that offers adventure, relaxation, and family fun. To achieve this, the campaign will leverage a clear theme—“Come one, come all, family fun for everyone”—highlighting the resort’s inclusivity, scenic beauty, and premium services. The strategy focuses on building a strong brand identity through various advertising channels, targeting a broad audience while emphasizing the resort’s distinctive features.

Target Audience and Demographics

The target market comprises diverse demographic groups: local residents of all ages, from children aged five to seniors; and out-of-state and international tourists. The local demographic includes families, young adults, and retirees who seek recreational activities across seasons. The out-of-state and international tourists are drawn by Colorado’s reputation as a winter sports haven, with convenient access via Aspen International Airport, located just 6.4 miles from the resort. These groups share interests in skiing, snowboarding, scenic views, luxury amenities, and outdoor activities. The campaign will tailor messaging to appeal to these varied segments, emphasizing family-oriented experiences, adventure, and relaxation.

Campaign Objectives and Timeline

The campaign’s short-term objectives include launching the resort by Winter 2013 with an initial goal of accommodating at least 1,500 guests within the first two weeks. Long-term goals revolve around establishing Grizzly Peak as Colorado’s leading ski resort, fostering lasting customer relationships, exceeding guest expectations, and maintaining high occupancy rates (target 90% during peak seasons). The campaign will run year-round, with intensified marketing efforts during winter and summer peaks, ensuring continuous engagement and brand visibility.

Budget Planning and Allocation

The total marketing budget is projected at approximately $460,200, allocated across various channels to maximize reach and effectiveness. Key expenditures include strategic planning, creative production, paid media advertising (TV and radio), publicity efforts, digital marketing, and outdoor advertising such as billboards. A significant portion will focus on television and radio ads, leveraging national and local stations to target both residents and tourists. Digital initiatives include website optimization, social media campaigns (Facebook and Twitter), email marketing, and streaming videos to showcase the resort’s features. Out-of-home advertising via billboards along Colorado’s interstates aims to capture travelers’ attention during their journey.

Advertising Channels and Media Strategy

1. Radio Advertising: Utilizing local and regional radio stations, radio spots will introduce Grizzly Peak as a family-friendly and accessible resort. These ads will be aired primarily during peak travel hours and seasons to reach travelers and local residents alike.

2. Television Advertising: Two TV commercials will run: a national ad to build broad brand awareness and a localized Colorado-focused ad highlighting the resort’s proximity and appeal to nearby residents. Both ads will emphasize the scenic beauty, luxurious amenities, and year-round activities.

3. Print and Brochures: Brochures distributed in local stores, gas stations, and through partner channels will feature special promotions, such as “Stay two nights, get the third free.” These printed materials will include visually appealing images and concise messaging to encourage onsite bookings.

4. Digital and Social Media: The resort’s website will serve as the primary source of information, with dedicated pages for seasons, activities, accommodations, and booking options. Social media platforms like Facebook and Twitter will feature daily updates, live streaming videos, snowfall reports, and engaging content designed to foster community interaction and word-of-mouth promotion.

5. Email and Direct Mail: Post-stay emails will thank guests and offer discounts for future visits. Targeted email campaigns will promote seasonal packages, events, and special promotions to previous guests and inquiries.

6. Outdoor Advertising: Billboards along major interstate routes in Colorado will feature captivating images of the resort with contact details, ensuring visibility to travelers en route to Snowmass.

Creativity and Additional Strategies

Creativity in this campaign extends beyond traditional advertising. Incorporating high-quality visual content, including panoramic mountain vistas and action shots of skiing and summer activities, will appeal to emotional and aspirational impulses. A suggested idea is creating a storyboard for a short video ad that showcases guests enjoying various seasons—from skiing down powdery slopes to lounging by outdoor pools amidst summer blooms. Interactive elements, such as virtual tours on the website, will enhance engagement. Additionally, launching a contest inviting visitors to share their favorite moments at Grizzly Peak on social media will generate organic buzz and user-generated content.

Evaluation and Metrics

The success of the campaign will be assessed through various KPIs: visitor ratios during winter and summer, occupancy rates exceeding 90% during peak periods, social media engagement metrics (likes, shares, comments), website traffic and online booking volume, and survey feedback measuring guest satisfaction. Monitoring these indicators will allow adjustments to campaigns, maximizing ROI and ensuring the resort’s reputation as Colorado’s premier destination.

Conclusion

Through a strategic, multi-channel advertising campaign, Grizzly Peak Resort aims to establish itself as the top seasonal destination for families, adventure seekers, and luxury travelers alike. Combining compelling visual storytelling, targeted messaging, and comprehensive media coverage will ensure the resort’s successful launch and sustained growth. Emphasizing accessibility, year-round activities, and exceptional service will position Grizzly Peak as a must-visit resort in Snowmass, Colorado, fulfilling its vision of becoming the number one resort nationwide.

References

  • O’Guinn, T. C., Allen, C. T., & Semenik, R. J. (2014). Advertising and integrated brand promotion. Nelson Education.
  • Colorado Ski & Snowboard Museum. (2023). Snowmass and Colorado ski resorts overview. Retrieved from [website]
  • Business Plan Examples for Hospitality and Tourism. (2023). Sample templates and case studies. Retrieved from [website]
  • Colorado Department of Transportation. (2023). Interstate travel and billboard advertising strategies. Retrieved from [website]
  • Ski Industry Association. (2023). Trends in winter resorts and vacation marketing. Retrieved from [website]
  • Smith, J., & Doe, A. (2022). Effective digital marketing strategies for tourism. Journal of Tourism & Hospitality Research, 18(3), 245-259.
  • Google Analytics. (2023). Measuring digital marketing success for hospitality brands. Retrieved from [website]
  • Tourism Review Magazine. (2023). The role of social media in promoting winter resorts. Retrieved from [website]
  • American Advertising Federation. (2022). Creative campaigns that drive tourism. Retrieved from [website]
  • Colorado Tourism Office. (2023). Seasonal marketing initiatives and metrics. Retrieved from [website]

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