Social Media Upends Ski Resort Marketing

Check out this interesting video where CEO Rob Katz of Vail Resorts talks about how they've decreased spending on long-lead media in favor of shorter-lead digital and social media efforts. As many of us know in the tourism industry, the consumer decision cycle for planning a getaway has practically become non-existent. People are often planning a trip within a week of the getaway and when it comes to snow, it's often based on the latest conditions. Vail Resorts shifted dollars from long-lead media to digital where they can be more responsive based on weekly, even daily, conditions. So, what do you think about their approach? How are you changing things up to respond to shorter trip planning cycles?

http://link.brightcove.com/services/link/bcpid1370868150/bctid52412902001

Check out even more commentary on the video at adage.com. http://adage.com/aboutdigital/article?article_id=140710

Posted via email from Diane Charno, "I'm just sayin'..."