Wednesday, June 4, 2014

SAM Announces Best/Worst Ski Area Marketing Programs for 2013/14 (1)

The current issue of Ski Area Management (SAM) Magazine take a look at the good, the bad and the ugly in marketing efforts by mountain resorts (we will take a look at the best ones, if you want to know about the worse examples read the complete article in SAM).
Contributors to this year’s selections are Sam Rufo, president of NxtConcepts; Gregg Blanchard, the force behind and communications director for Ryan Solutions; Mike Grasso, a Transworld Snowboarding contributor; and SAM’s own Jennifer Rowan and Rick Kahl.
After several years of expansion in media and experimentation in their use, this year has been one of (relative) maturity. Many areas are executing well in a variety of media, from print and e-mail to Instagram and Pinterest. For example, there were more contests across social media this past winter than days with below-zero temps. That, too, is a good thing. Social contests on Facebook, Twitter, Pinterest and Instagram can be a great way to build followers and engagement.

Most Consistent High-Level Marketing: Aspen-Snowmass:

"When it comes to a resort that was the model of consistent, high-level marketing, I think it’s hard to not think of Aspen/Snowmass. Rather than one or two flashy campaigns, the marketing team consistently churned out winner after winner. Starting with an upgrade to the Mountain Collective that aligned even more of the biggest resort brands under one pass, Aspen/Snowmass followed up with a beautifully crafted series of video narratives entitled, 'Our Story'.
Then, between environmental initiatives that earned awareness both locally and nationally, the company inked an extension for the Winter X Games contract that will continue to expose their brand to a global audience every season for years to come. Combine that with a social presence that matches the industry’s best imagery with vast reach, and you’ve got a resort brand that is doing marketing right".

Aspen Skiing Company (ASC) operates the four mountains in the Aspen/Snowmass area - Snowmass, Aspen Mountain, Aspen Highlands and Buttermilk - as well as the award-winning Ski & Snowboard Schools of Aspen/Snowmass.

What makes Aspen/Snowmass special? A mixture of our people, the four mountains and a hard-to-duplicate spirit that anything is possible.
These are our stories:

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