An established winter resort brand was struggling with how to attract new and repeat customers to their destination. They were faced with an explosion of leisure options, the intense competition for family vacations, and the drop in appeal of winter resorts versus other options.
Moreover, our client had several operational issues that put them at a disadvantage, notably that information about their resort was not easy to, acquire, the resort itself was not easy to get to, and consolidation had left them as a smaller independent in a sea of very large conglomerates. Additionally, in terms of marketing spend, they cannot compete on share of voice.
Solution
Targetbase deployed three core competencies to solve the client's multiple marketing challenges.
Business Intelligence: Targetbase addressed the problem first by mining the existing resort-stay data, including customer satisfaction. This determined the likely profile and media sources for a new customer, as well as the profile for a repeat customer.
Then we developed a brand proposition that extended beyond the physical properties of the mountain, promoting the benefits of the total experience a customer could have throughout his or her stay.
Creative: The team developed a targeted direct-mail lead-generation campaign with an intriguing offer that drove prospects to the web site both for fulfillment and education about the resort.
Interactive: The team redesigned the web site to make information readily accessible, to answer frequently asked questions, and to support resort bookings opportunities.
Results
- In a year in which bookings were off about 2% among winter resorts, the initial steps for our client saw a 1% increase in their bookings.
