http://www.saminfo.com/issues/article.php?tid=4066
As the article states, much has changed since this review was started in 2004, when print ads and websites were the main marketing vehicles.
The major destination resorts are still advertising to some degree in the vertical publications, but digital marketing and social media have now become major communication streams.
Vail Resorts leads the pack with EpicMix, which continues to expand its benefits as well as customer reach. That Vail would abandon all its national ads in favor of this program is a testament to their vision of the future of social media marketing and the paradigm shifts occurring in our world from web 1.0 to web 2.0.
At the same time Vail fell short with their $10,000 EpicMix video contest. Oh well. Nice try anyway. You would have thought for $10,000 there'd be some great submissions.
And Aspen? Free lift tickets for Klout "Influencers"? Hadn't heard about this one until I read the article, but an interesting approach.... kind of like the travel agent comps the resorts used to give away back in the day!
As an observer I'm still not seeing much in the way of creative posts on resorts' Facebook pages. A lot of 1-way communications about snow conditions. And not much exciting to say about that this winter throughout most of the West!
Telluride's ads were tested via "crowd sourcing" - what an interesting approach! I actually participated in this process last summer as a SAM subscriber.... it was great! Wonder if they took my comments to heart?
It will be very interesting to see where things go next year as technology takes us all another rung higher.
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