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2017 NSAA Ski Resort Marketing Awards

July 17, 2017 by braveskimom

boreal mountain resort ride the magic game
Screenshots from Boreal Mountain Resort’s award-winning Ride the Magic game. Follow the link below to play.

brave ski mom logoAdvertising can do many things. It can motivate, inspire and, all too often, annoy (car ads, anyone?)

At it’s best, good marketing can also make us laugh, engage our attention and impress us with stunning creativity.

As a judge for the National Ski Areas Association (NSAA) Marketing Awards, I get to see the best of the best in ski resort marketing and communications.

Today, I’m excited to share the 2017 winners with you.

Best Overall Marketing Campaign: Killington Resort, Vermont

Remember this?


Now check out this.

In November 2016, Killington hosted the Audi FIS Women’s World Cup Slalom and Giant Slalom races, the first FIS racing in the east since 1991.

Ski racing is huge in New England and Killington capitalized on the region’s native enthusiasm, building excitement for the races and the coming ski season throughout the fall.

While the campaign permeated all aspects of Killington‘s marketing, these short videos grab attention by cleverly using well-known references. They’re fun, effective and evergreen.

Best Use of Mobile Technology: Boreal Mountain Resort, California

Many of us are familiar with mobile apps that record our ski days and provide resort information. So rather the recreate what other resorts are doing, Boreal Mountain Resort developed a retro game called Ride the Magic.

boreal mountain resort ride the magic game

Website-based, Ride the Magic can be played anytime, anywhere you have an Internet connection. At the end of the game, users are offered discounted lift tickets.

But you don’t have to be skiing Boreal or even thinking about skiing Boreal to enjoy the game.

Play Boreal Mountain Resort’s Ride the Magic, here. 

Best Family Campaign: Sunlight Mountain Resort, Colorado

Often, when asked about planning affordable family ski vacations, I suggest visiting smaller resorts. Sunlight Mountain Resort, located between Aspen and Glenwood Springs, Colorado is one of my favorite recommendations.

Why? Because Sunlight offers a unique Ski, Swim, Stay package that is very affordable, not just for families, but for any group of friends.

“Ski, Swim, and Stay was unprecedented when it was first introduced in the 1989/90 ski season so it’s very rewarding to see it receive national distinction as the best family ski package in the industry,” says Troy Hawks, Sunlight Marketing and Sales Director.

Lodging, skiing and swimming packages start at just $99, with kids 12 and under skiing for free. 

affordable family skiing, lodging and swimming at sunlight mountain resort

Best “Bring a Friend” Campaign: Pico Mountain, Vermont

Killington’s next door neighbor, Pico Mountain offers local skiing at it’s best. It’s a popular place where generations of skiers have learned to ski and snowboard.

Pico Mountain’s “Bring a Friend” Campaign takes place during January, a.k.a. Learn to Ski and Snowboard Month.

Surveys show that many new skiers and riders take up winter sports at the urging of their friends. The nationwide “Bring a Friend” campaign capitalizes on this and aims to make learning to ski and ride more fun and less stressful.

What sets Pico Mountain apart is that they offer a free lift ticket, any day of the season to any guest bringing a friend who  signs up for a First Time Ski and Ride Package.

Best Social Media Campaign: Squaw Valley | Alpine Meadows, California

Squaw Valley | Alpine Meadows won this category with a social media campaign that took advantage of this winter’s prodigious snowfall.

Using the hashtag #JanuBuried, Squaw Valley | Alpine Meadows built awareness and excitement for the never-ending snow, while simultaneously generating significant social media engagement.

#JanuBuried Instagram photos from Squaw Valley Alpine Meadows

Best Direct Marketing Program: Bristol Mountain Resort, New York

Bristol Mountain focused their direct marketing efforts on helping guests navigate the learn to ski and snowboard process and choose the best lessons to help them meet their goals.

bristol mountain new york online quiz to help choose ski and snowboard lessons

A user-friendly, online quiz recommends lessons or lesson packages, while familiarizing guests of all ages with Bristol Mountain.

Best Use of Video Marketing: Tamarack Resort, Idaho

Tamarack Resort has had more than it’s share of ups and downs, and we’re not talking about the terrain.

After being shuttered for several years, Tamarack reopened for the 2015-16 ski season, only to find itself temporarily under water again last fall.

When rumors about the status of the resort began swirling, the Tamarack communications team made three videos showing terrain improvements for the coming season. These videos changed the narrative until Tamarack named a new owner was on October 10, 2017.

Enjoy!

 

 

© 2017, braveskimom. All rights reserved. Any use or publication of content, including photos, requires express permission.

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Filed Under: California, Colorado, Idaho, Learn to Ski, New York, Ski Resort Reviews, Ski School, Skiing, Skiing With Kids, Vermont Tagged With: Family Skiing, ski, ski resort reviews, skiing

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Comments

  1. Rosemary Juskevich says

    July 17, 2017 at 12:41 pm

    Hi Braveski Mom!
    I signed up for your blog when I found your story on a Lynch Syndrome website and saw that you live in Soutwest CO. I live in Durango and am also a Lynch Syndrome skier. Only I’m a grandmother!
    I thought your blog was more about cancer survivorship than skiing and was interested in the blog from that point of view.
    If you are interested, there is a Wellness Conference for cancer patients and survivors here in September. The focus is hope, living well and mindfulness. You can check it out at blueprintsofhope.org.
    Rosemary

    • braveskimom says

      July 17, 2017 at 1:27 pm

      Hi Rosemary! Nice to meet you. My family with LS is originally from Durango. Any Wigglesworths, Wilsons, Rands or McEwans in your background? I write more about Lynch Syndrome at IhaveLynchSyndrome.org and sometimes at Braveskimom.com. Here are some links:

      https://braveskimom.com/today-is-lynch-syndrome-hereditary-cancer-awareness-day
      https://braveskimom.com/the-rock-in-my-way
      https://braveskimom.com/the-not-at-all-brave-ski-mom
      https://braveskimom.com/holding-you-in-the-light
      https://braveskimom.com/lessons-learned
      https://braveskimom.com/one-year-beyond-cancer-lessons-learned
      https://braveskimom.com/tips-for-hard-times

      I hope one or more of these posts will be helpful for you.

      And I will check out your Wellness Conference. If the timing works out, I can attend and visit family! Boom!

      Cheers, Kristen

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I'm Kristen, a western Colorado mom, wife and trail boss in a busy outdoor family. Our family has a passion for skiing and my goal is to provide information to help other families enjoy their skiing adventures. Whether you have tiny toddlers just learning to slide or grown children with whom you're planning a reunion, you're in the right place. Cheers!

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