The Situation
While the spring break season is consistently successful, Telluride Ski and Golf Resort needed ways to entice travelers to visit during off periods leading up to peak season. To do so, they developed a discounted lift ticket and partnered with Schaefer and local retail locations to get the word out. While similar campaigns had experienced previous success in markets within driving distance to the resort, Dallas Fort Worth, a flight-first market, needed a unique strategy and market push to get in front of the right audience and convince them to convert.
A Nimble, Focused Strategic Partnership
With spring break rapidly approaching, we moved quickly and efficiently to launch the campaign in market at the optimal time. Our team offered strategic direction to their in-house creative team to be most cost-effective and focus our efforts on media strategy and getting into market in a very quick time frame. Telluride offered the discounted tickets through ski shops throughout DFW, so our digital strategy focused on driving foot traffic into the retail stores to ultimately sell the lift tickets.
Creating a Digital Strategy Aimed at In-Person Conversions
Because there was no online portal for selling discounted lift tickets, our campaign focused on building awareness and driving audiences to local ski shop partners to purchase tickets. With minimal time available before launch, our team created a streamlined media strategy that pushed audiences to a landing page where they could learn more about the retailers offering discounted ski lift tickets. The strategy incorporated paid social and display ads targeted through strategic geofencing, contextual targeting and retargeting with content related to skiing, outdoors and travel. We determined that tourists are the primary market interested in and available to book last minute trips, and targeted users that had a propensity to travel and an interest in skiing and resorts. Ultimately, our team created an effective digital strategy that engaged leads and moved them to brick-and-mortar retailers to purchase their tickets.
Results:
- Campaigns contributed to 181 total passes sold in-store and over $85,000 in total revenue for an overall ROI of 13:1.
- Sold 181 tickets in 14 days.
- Telluride sold 4X the number of ticket sales during our campaign compared to the previous period.
- The Telluride “5 Day Special” landing page received over 6.9K pageviews over the course of the campaign.
- Almost 11% of landing sessions were “engaged sessions” (691), where users spent more time on the page or bought tickets.
