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highlights & achievements: Advertising and Promotions


BRC advertising and promotions concentrated its 2009 efforts on maintaining market share in a slow economy. Faced early in the


reservations, shorter stays, predatory year with trends that indicated


destinations and an overall “value-minded” consumer, the BRC redesigned its marketing strategy to include:


• An in-depth, defined focus on promoting the Breckenridge brand


• Increased frequency in core markets to maximize share of voice


• Marketing the Breckenridge brand during peak “success” periods throughout the year packaging


• Value paired with maintain market share


Armed with stimulus funds from the Town of Breckenridge, the BRC combined marketing efforts with Breckenridge Ski Resort to maximize the destination’s resources for leveraging the Breckenridge brand.


Under this partnership, the first and second quarters of 2009 focused on a “Three Days Here Prepare You for the Other 362” campaign that encouraged affluent travelers to recharge their spirit while respecting their budget. Designed to take advantage of airfare volatility in Chicago, Dallas, Kansas City, St. Louis and Atlanta, the promotion highlighted winter and spring Breckenridge events such as Ullr Fest, Mardi Gras and Spring Massive to attract visitors to the destination.


(continued on page 6) Advertising & Promotions: 2009 By The Numbers


• Advertising impressions: 100,530,110 • Value-added promotions: $600,000 • GoBreck.com landing page visits: 1,601,806 • Unique GoBreck.com site visits: 412,621 • E-newsletters sent: 22 • E-newsletter subscribers: 80,000


5 direct response tactics to pricing from luxury decreasing advance


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