ROUNDUP
MARKETING THE MAGIC
Resorts are embracing emotion-driven marketing, inspiring guests via video, social posts, and unique mountain activities.
By Iseult Devlin
Palisades Tahoe, Calif., is activating its new “Eight Peaks. One Story.” campaign for this winter in various formats, including out- of-home (left), print, and digital (inset).
EMOTIONAL CONNECTIONS Repeat business is the key to any marketer’s success, and cam- paigns like Solitude’s (Utah) “Where You Wanna Be” or Sugar- bush’s (Vt.) “This Mountain Makes Us” aim to engage guests to make the mountain their own, whether through posting special family moments on the slopes (Sugarbush) or logging enough days to earn new 10-, 20-, or 40-day stickers or the 100- day belt buckle (Solitude). Vertical feet for a cause. Campaigns that support a good cause and include gamification elements are also a good way to connect with customers emotionally. For example, Sugar- bush’s “Descent to Rise Above” is a ski and ride challenge to raise money for mental wellness and resilience. Last year, 15,000 participants logged daily vertical on the Sugarbush and Ikon Pass apps with the goal of reaching one billion total vertical feet. The effort culminated in a $50,000 donation to NFI VT, a healing organization. “The social team did a great job of engaging our guests,” says VP of marketing and sales JJ Tolland, who added it was great fun with the winner of each day collecting some free swag at Castlerock Pub. The Highlands feeling. The Highlands in Michigan designs its marketing around being the place to connect with family. “This is where families create traditions, and that’s what we’re
Ski resorts are adapting marketing strategies to connect with customers emotionally and create long-term bonds. Along with advertising the usual perks and deals, resorts seek to spark connections that are deeper than skiing, aiming to be a ski resort that people can call home. “Guests want to feel connected,” says Matt Petersen, vice president of marketing and sales for Palisades Tahoe, Calif., which is introducing a new marketing campaign called “Eight Peaks. One Story.” “It’s our way to say that this place is huge,” adds Peters- en, noting that Palisades Tahoe is the second largest ski area in the country since the Base-to-Base Gondola connected the Palisades side with Alpine Meadows in 2021. As it’s grown, the resort has become a place with some- thing for everyone. “Palisades Tahoe is big enough to hold all of it: experts on KT, kids learning on gentle terrain and trav- elers looking for something elevated,” he says. The marketing is intended to make that mix feel intentional. And “Love” is a primary part of the messaging. In addition to this new wave of emotion-driven market- ing, resorts are still leveraging timeless strategies to achieve connection, like partnerships and deals, as well as cautiously exploring new opportunities like AI.
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