Promotional Activities of a Mountain Resort
Uploaded by spootyhead on Mar 19, 2007
Promotional Activities of a Mountain Resort
The breakdown and media mix would have to change. A new partnership could be formed with a local radio station that appeals to the targeted 21 to 40 year old listener. The Local radio station KCHZ commonly referred to as “The Bear” offers the music mix aimed to the 21 to 40 year old market. Their progressive promotional activity would be an excellent vehicle for Camp Fortune to promote its new look and message. The radio station is continually looking for a venue to host it’s various promotional activities such as “freebies”, rock concerts, album introductions and other various functions. Camp Fortune is looking to draw people to the hill not only for skiing and winter activities, but also summer events as well. I would propose that “The Bear” and Camp Fortune form a business partnership. Camp Fortune will spend 60% of the radio budget allowed on KCHZ if “The Bear” uses Camp Fortune for it’s venue. The free advertising given by this partnership will allow more penetration for both “The Bear” and Camp Fortune and would prove to be beneficial to both.
Newspaper activities would again be marketed tot his target market group with the majority of the print media being spent on the “tabloid” papers such as the “Sun”. Statistics have shown the target demographic views this paper style as more popular.
The use of an Internet site to promote the ski hill and to actually sell the lift tickets / passes would be another option. Offering a discount for “online” booking would ease the line ups at the hill and gives more time for actual customer service at the ski booth. A fast pass system with confirmation number would allow a ’pre-booked” client to ease his way onto the hill. This type of ticketing system has worked well for West Jet and I see no hindrances to this application. Selling advertising space on the Website would also pay for the site and perhaps also pay for the Fast Pass system on the hill as well. The global implications would work well also as various International clients could access this system and have their passes pre-booked and be ready to ski. Plus the number of hits could be charted and measured.
The...