Park City Annual Marketing Plan 2017/2018 - 4
2017/2018 WINTER AND SPRING
CONTINUING THE MOMENTUM OF THE "YES. ALL THAT." SILHOUETTE CAMPAIGN
The 2017/2018 winter and spring campaign will continue moving forward with the "Yes. All That." branding and messaging.
Based on further ad testing, we will feature updated commercials that will refine the quality and effectiveness of the original
commercials. We will also continue to expand our print and digital efforts, and social media presence while concurrently creating
engaging and convincing content.
Television Advertising
3 N E W MA R K ETS
BROADENING OUR REACH IN NEW MARKETS
For over five years we have advertised in the same three television
markets - New York, Los Angeles and Chicago - and have
achieved a significant impact in those areas. Moving forward, if we
are to fulfill the objective of targeting first-time overnight visitors to
Park City, it's time to enter new markets.
By pausing our commercials in New York City this year, we can break
into three additional markets: Boston, Washington D.C. and Houston.
While we are taking a one-year break from television in New York
City, it is still an important market and we will continue to have a
strong digital presence there.
HOUSTON
We will remain in the Chicago, Los Angeles and San Francisco - a
newer market that has shown strong numbers - markets. Additionally,
we will air our commercials throughout the Winter Olympics, NFL
Playoffs, Golden Globes and other highly viewed shows.
WASHINGTON D.C.
1.
2.
3.
4.
2017/2018 Winter TV Commercial
4
BOSTON
Table of Contents for the Digital Edition of Park City Annual Marketing Plan 2017/2018
Park City Annual Marketing Plan 2017/2018 - Cover1
Park City Annual Marketing Plan 2017/2018 - 2
Park City Annual Marketing Plan 2017/2018 - 3
Park City Annual Marketing Plan 2017/2018 - 4
Park City Annual Marketing Plan 2017/2018 - 5
Park City Annual Marketing Plan 2017/2018 - 6
Park City Annual Marketing Plan 2017/2018 - 7
Park City Annual Marketing Plan 2017/2018 - 8
Park City Annual Marketing Plan 2017/2018 - 9
Park City Annual Marketing Plan 2017/2018 - 10
Park City Annual Marketing Plan 2017/2018 - 11
Park City Annual Marketing Plan 2017/2018 - Cover4
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