GoBreck’sMarketing department markets the Breckenridge destination to leisure travelers through creative programs and impactfulmessages.Th
ePublicRelationsdepartment complements these effortsbygeneratingmedia coverage aboutBreckenridge through proactive outreach communications.To
gether, their efforts elevate the profile of theBreckenridge destination.
#BreckBecause After a recent brand research project, it was reaffirmed that the town is a major factor in the guests’ decisions to visit Breckenridge.Pa
st and prospective visitors’ impressions included “fun,” “friendly,” and “welcoming;” “a place that is genuine, where visitors feel free to be themselves.”The things that differentiate us fromotherColorado resort towns? Breckenridge is COMFORTABLE andOPEN.
First, a brand positioning statementwas developed. Breckenridge,Colorado is a real town, farmore than just a resort town:with a vitalmain street; unique traditions and events; locally owned businesses; a genuine sense of community; and, a friendly,welcoming small town feel.
Next, amarketing vehicle to support that statement was needed. Thus, the #BreckBecausemovement was born. It all startedwith the chalkboards thatwere placed around town to find outwhatmakesBreckenridge somagnetic.Th
e authentic, emotional and comedic responses are being photographed and used to showcase the experience of Breckenridge.
Beyond the chalkboards, the pieces thatmake up thismovement span social, content, print, web, public relations, and even billboards. These pieces generate two- and three-way conversations – remember, the GUEST perspective is being used to support theBreckenridge/GoBreck brand–these differentiateBreckenridge fromthe competition, build brand engagement, and increase click-through rates and interaction in the digital sphere.
Combined, these efforts convey the emotional connection toBreckenridge and inspire our audience to join the conversation. It contributes to the promotion of tourisminBreckenridge andColorado by showcasing the community to the inexperienced, and inspiring the lapsed visitor to return.Ge
t inspired at BreckBecause.com
Results During the 2013 summer #BreckBecause effort (May throughOctober 2013),GoBreck has seen a 99%increase in Facebook fans; a 132%increase in Instagramfollowers; and a 19%increase in Twitter followers. The hashtag has garneredmore than fivemillion Instagramimpressionswith 1,500 pictures and counting.
Compared to summer 2012,GoBreck.com
visits are up 7%, with unique web visitors up 15%.Mobi
le app visits are up 841% with unique app visitors up 21.6%. Blog (BreckConnection.com
) visits are up 210% with unique blog visitors up 173%. Facebook’s “TalkingAbout”metric is up 45%for theGoBreck page.
Digital advertising, compared to summer 2012, has seen a 52%increase in engagement rate, a 16%increase in click through rate, and a 265%increase in view rate.Online content partners—TripAdvisor,Orbitz, Expedia, etc.—are experiencing an overall 10 – 20%increase in visitation to Breckenridge content.
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