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The marketing strategy for the third quarter of 2009 focused on limited destination markets. Houston, for example, was at the
center of the BRC’s “Kickoff to Summer” media
promotion, which encouraged Houston residents to “Beat the Houston Heat” with a trip to Breckenridge. Supporting travel classifieds were placed in publications such as Sunset, National Geographic Traveler, Outside, Texas Monthly and online travel sites such as TripAdvisor.com
. The promotion also included a text message-driven giveaway that attracted 3,000 unique texters and 57,782 total text message entries.
The BRC’s fourth quarter marketing strategy centered on a “20% Off for the Holidays” promotion designed to boost December numbers, maintain market share and compete with luxury destinations. Targeting the Houston, Dallas, Chicago, Kansas City and St. Louis markets, the promotion established a presence on sites such as Expedia.com
supplemented with radio trip giveaways and a partnership with REI, as well as online and newspaper advertising support.
Among other 2009 highlights, the BRC re-launched
with an updated look and an enhanced content management system,
calendar, search engine-optimized content and supplementary video. Elsewhere on the Web, the BRC increased its social media presence through YouTube, Facebook and Twitter posts while also leveraging SpongeCell, an online rich media banner advertising application that delivers 30-second video segments to a predetermined audience profile.
Finally, the BRC refined its electronic visitor newsletter to encourage a higher click-through rate with fresh, intriguing content and original video. As a result, 2009 subscriptions to the new e-newsletter increased by 45%, bringing readership to 80,000.
6 as well as an interactive community online travel agent sites. The promotion was
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