Last winter season Taos Ski Valley executed a far-reaching marketing campaign that included content marketing, paid as well as earned media distribution, traditional and digital advertising and marketing through owned channels including social and CRM. The concept for the campaign, “Taos Secrets Revealed,” brings to life key brand characteristics and positioning, focusing on the spiritual mountain experience and the unique culture of Northern New Mexico.
The ski valley’s results from the campaign have been incredibly successful, at the time of the nomination in March: 11 percent increase in skier visits over last year; 331 percent revenue return and 594 percent increased online ticket sales as a result of a tactical ad campaign; a prominent earned media placement on the front page of the New York Times travel section in addition to across-the-board increased earned media placements over last year; 36 percent increase in web traffic; more than 660,000 views of campaign videos on YouTube and Facebook and more.
"We have a terrific story to tell here at Taos Ski Valley: one of untamed mystic, the genuine hospitality of our people and the quirky, funky vibe that can only be found here", said Taos Ski Valley CEO Gordon Briner. "I am extremely proud of how our marketing and PR teams communicated that powerful story last season and for the national recognition we received for their efforts from the NSAA".
Located in northern New Mexico, Taos Ski Valley is one of North America’s premier ski and snowboard destinations, with more than 305 inches of average annual snowfall and more than 110 trails. Taos has a relaxed, friendly atmosphere, spectacular scenery and amazing terrain, truly making it a world of its own.