1 / 14

Marketing Plan 4 th QT 2010

Marketing Plan 4 th QT 2010. GoBreck.com. Trends, Outlook & Caveats. Seeing increase in advance reservations, (book by’s), shorter stays continue. Holidays Trending Flat to Up Budget (supplemental funding) Invasive pricing from high end competition Erratic booking patterns Flux Airfare

perry-sloan
Télécharger la présentation

Marketing Plan 4 th QT 2010

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Marketing Plan 4th QT 2010 GoBreck.com Confidential Breckenridge Resort Chamber only

  2. Trends, Outlook & Caveats • Seeing increase in advance reservations, (book by’s), shorter stays continue. • Holidays Trending Flat to Up • Budget (supplemental funding) • Invasive pricing from high end competition • Erratic booking patterns • Flux Airfare • Competition from other vacation destinations • $5M reduction in CTO funding • Voluntourism, learning vacations, arts & culture enriching experiences Confidential Breckenridge Resort Chamber only

  3. Partners Colorado Tourism Office Target affluent families high propensity to ski Message “Americas best skiing”, SW airlines “Skies Fly Free” Markets A: Dallas,Houston,Kansasty,Chicago(radio,print) B: Austin, Albuquerque, L.A., Miami (radio) C: Minneapolis Phoenix St Louis, Tulsa (radio) National: Spot TV ( OTA’s) Confidential Breckenridge Resort Chamber only

  4. Partners Cont. Breckenridge Ski Resort • Message New offerings • Markets TX, IL, FL , Plus DC & MN • Re-tooling of Spring Massive Confidential Breckenridge Resort Chamber only

  5. Strategies • Emerge from the “Quarterly” MKT. Plan • Drive overall demand for the destination • Regain mkt. share in California, Florida & North East • Central Reservations initiatives • Integrating PR with media plan • Opportunistic, Added Value Promotions Confidential Breckenridge Resort Chamber only

  6. Tactics • Long Form TV • PPC/Keyword • Online Behavioral, Contextual & display • CRM/Direct Mkt., data collection • Web enhancements/mobile/analytics Confidential Breckenridge Resort Chamber only

  7. “Kickoff to Winter” • Long Form 5 min. TV “Adventures in America” 20 Markets incl. Discovery Chl. • Core Messages A Winter Vacation, Booking patterns Value/book by, Multi-Generational, Adventure at your speed • Campaign Markets Primary CA,FLA,GA, North East Secondary TX, IL, MO, KS ..\..\SUMMER\2010 SUMMER\Long Form\BRK5minute.4x3final2.mp4 Confidential Breckenridge Resort Chamber only

  8. “Kickoff to Winter” Cont. • Destination Markets • Online behavioral & contextual targeting Audience: Hard & soft core adventure, Family–multi-gen. • SEO/PPC Key words: Family, Vacations, mountains, resorts, winter http://spongecell.com/api/widgets/254603/test.html?n=gobreck-summer-20 http://spongecell.com/api/widgets/254716/test.html Confidential Breckenridge Resort Chamber only

  9. Central Reservations • Online TripAdvisor.com, VRBO.com, HomeAway.com, VacationRentals.com • SEM/PPC Keywords, long tail terms • Direct Marketing Enewsletter, Inntopia DB, Community laps skier, Ski Show data • Social media FB, twitter, 4 square • “CTA” for ALL media, “Close the sale” Confidential Breckenridge Resort Chamber only

  10. Marketing Budget % of Spend: • Overall Destination 47% • Direct Retail Message 53% Confidential Breckenridge Resort Chamber only

  11. Public Relations Enhancing Advertising Efforts • Maintain media relationships in Key mkts. while leveraging media buys in Target mkts. • “Kickoff to Winter” Satellite Media Tour end of Nov. with Travelocity • “A Holiday Experience” from Dec. 5th –Jan. 5th Confidential Breckenridge Resort Chamber only

  12. Sales Consumer Ski Shows Florida attendance:  5,000 Chicago attendance:  17,000 Atlanta attendance:  2,000 Minnesota attendance:  5,000 Denver attendance:  20,000 Boston attendance:  17,000 Confidential Breckenridge Resort Chamber only

  13. In Town Efforts Victorian Holiday Celebration Enhanced Lighting and Design Blue River Plaza Lighting of Breckenridge Snowflake Challenge Main St. Caroling Holiday Museum Tours 2nd Saturday Artwalk Holiday Ice Show (new) European Market A Tuna Christmas, Backstage Theatre 2nd Annual Holiday Arts Market Holiday Bazaar Winter Dew Tour New Year’s Celebrations . Confidential Breckenridge Resort Chamber only

  14. In Town Efforts Cont. Day Destination Skiers – Gondola to Main St. Strategy Hot Deals, “Free After 3pm”, Mobile App. Text, Twitter • Morning Tactics Ticket Office, Ticket Counters, Kiosk, Sandwich Board, Bus display/posting, Welcome Center display and handout. • Afternoon Tactics Gondola handout, Welcome Center hand out Maximizing “Day Destination Skier” Revenues Town Experience to strengthen the guest W.O.M. increasing the number of “Brand Casters” Confidential Breckenridge Resort Chamber only

More Related