Park City Annual Marketing Plan 2017/2018 - 2

2017 SUMMER & FALL

FINE-TUNING THE "YES. ALL THAT." CAMPAIGN
To further capitalize on the "Yes. All That." campaign, we will continue to extend the branding into our summer and fall marketing
efforts. By utilizing and further refining the existing silhouette creative - based on ad testing feedback - the goal is to make the
campaign even more unique and effective.
The summer campaign will continue to position Park City and Summit County as the ideal destination for those seeking outdoor
adventure, relaxation, family fun and so much more. To accomplish this, we will continue to increase the strength and build the
reputation of the "Yes. All That." branding and messaging through an integrated marketing approach.
Starting in August, we'll be focusing on our fall campaign. The kids will be going back to school, and we will be shifting our target
audience to empty nesters while continuing to target outdoor enthusiasts. The creative will also highlight the beauty and color of
fall in our town and convey that fall is a great time to come and play.

Television Advertising

Digital Marketing

REFINING OUR APPROACH

FOCUSING ON THE FUTURE

This summer and fall, the television media plan was once again
evaluated. It was determined that the most effective buy for the budget
would be 30-second commercials running on cable networks in Los
Angeles, San Francisco, New York City, Denver and Salt Lake City.

Throughout the summer, we've
increased our digital marketing
efforts to further segment our target
demographics into two unique
groups: outdoor enthusiasts and
luxury travelers.

2017 Summer TV Commercial

2017 Fall TV Commercial

For the past two summers, we utilized DirecTV's Addressable Targeting
feature to target DirecTV customers in select states. We then used the
seasonal learnings from the DirecTV reports - network preferences,
time of day viewing, etc. - to develop the cable and satellite
schedules for 2017. From there, the feeder market flight dates were
determined by reviewing booking windows specific to each market
aligning them with the digital marketing for those regions.
We are also monitoring the reduction of wired cable and satellite
households. This trend is currently impacting younger demographics -
ages 18-34 - and households without children. However, at this time,
we are not seeing a significant reduction in reach among our summer
and fall target audience due to cord-cutting.

The segmented creative will run
on media channels that allow
advanced targeting and have been
developed to appeal to each
segment's interests. Creative for
outdoor enthusiasts will emphasize
the unique outdoor adventures that
Park City offers, while the creative
for luxury travelers will focus more
on Park City's amenities such as
dining and art galleries. For those
mediums that don't allow advanced
targeting, we will continue to run
our branding display ads targeted to
families and couples.

2017 Summer
"Luxury" Banner

2017 Summer

"Outdoor" Banner
Through the implementation
of search, display and retargeting banners, Trip
Advisor banners, Trade Desk technology, a
customized Pandora Radio channel, programmatic
email banners, native advertising, video and a
strengthened social media presence - which
includes lead generation ads - we will further
pursue our target audience during their vacation
booking process.

Table of Contents for the Digital Edition of Park City Annual Marketing Plan 2017/2018