Case Study for Agency
03-1033439-784

Famous Ski Resort

Situation:

A 3-season destination resort dedicated to the family vacation
experience and prides itself on being voted the best resort for family
fun anywhere.

Objectives:
1. Divert vacationers from family trips to places like Cape Cod and
other coastal destinations and from the larger family venues like
Disney World.
2. Present this resort as a true vacation value for families.
3. Increase number of family vacations and purchases of time shares

Tactics:
Send out multiple mailings each season testing offers and pricing to
attract family vacationers.

1. Utilize regional print advertising and direct mail within the key
destination markets from Pennsylvania north and from Florida.
2. Utilize the internet (web site) to visualize and represent the
resort’s experience.
3. Utilize fulfillment brochures, video, DVD and other materials to
help motivate the vacation decision.

Results
1. Most recently – 3 seasons of exceeding inquiry and reservation goals
despite unsure economic climate (as indicated by consumer confidence
index) and poor weather conditions.
2. Continual recognition of this family resort by readers of magazines
like FamilyFun (a Disney publication), Ski and Skiing, and publications
like the New York Times and several others.
3. Increasing sales of timeshare vacation ownership.
4. Positive guest survey responses in all areas of facilities, programs
and activities.