American Skiing Company wanted to explore marketing opportunities within the social media that could blend societal nature of skiing and improve the consumer’s experience. They came up with an exclusive and innovative All for One multi-resort season pass and launched a website MyA41which provided an opportunity to all multi-resort passholders to connect through social media. The program was a huge success and witnessed a participation of 3,900 All for One season passholders with an average member age of 42. Case study
Roaring Springs Water Park developed an entirely new marketing strategy based on customer evangelism, which aimed at increasing revenues of the park not entirely based on high volume sales of the passes, instead the company wanted its customers to return several times. In collaboration with BlueLine Grassroots Marketing, the company came up to the idea of spreading awareness through word of mouth strategy, here they took help of mothers. The other step was to train park staff to conduct face-to-face guest surveys. The park also set up a MySpace account for employees to enhance their own sense of community and ownership. The campaign was a roaring one and the company generated $120,000 funds. Case study
BestWesternTV is the name of their branded You Tube channel, which is supposed to be used to hold fan contests and showcase hotels. From taking a look at the videos posted to these contests, it looks like chances are looking good for winning (The most popular video contest garnered only 13 videos). Here’s also a glimpse of the type of content Best Western is placing on You Tube, and it may explain why… Case Study