There is no snow.
In Summer and Fall tourism marketing, Vail, Glenwood Springs and Aspen are all on equal footing.
There is no snow.
Just look at the incredible difference between Vail and Aspen revenues over Glenwood Springs revenues.
The ability to see the difference in marketing is as simple as a visit to Vail. And the thing is, they've prospered for the entire recession with a steady growth over the past two years.
A $2 million dollar budget for marketing. Money that comes from the same type of lodging accommodations as 81601 draws from.
"Focused" is Vail's keyword for success.
"...I think confident brands send out a signal that's attractive to consumers, there's no question,” Sutner said.
The 2012 marketing message will also continue to be value-driven, meaning Vail will never be put “on sale,” but the goal is to offer the right consumers the right message, at the right time, he said.
Sutner calls the marketing formula “focused.”
“All the gains we made this past year, winter and summer, we're not giving any of them back,” he said..."
(Lauren Glendenning)
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