skibig3

Strategic itineraries were created to meet the needs of specific target consumers, such as first-time skiers/snowboarders, adventure-seekers, luxury travelers, and mom’s in need of a solo weekend getaway.

Social media usage for our target audience was high so we used channels like Instagram, Facebook, and Twitter to meet them where they were already engaging with similar content.

Influencers with a loyal audience and an ability to create high-quality content were selected to capture a variety of content and media types.

The event was promoted as an Instagram meet-up allowing consumers to meet their favorite influencers and be a part of the adventure they so often follow on social platforms, positioning SkiBig3 at the center of their experience.

The influencers, the SkiBig3 brand, a travel publisher, InstaMeet attendees, locals, and fans all joined in on the social media conversation using the hashtag #InstaMeetSkiBig3. This not only multiplied brand engagement but built brand trust by garnering thousands of live reviews and experiential moments from the resort.

A variety of content formats and tactics — such as Instagram Takeovers, video, IGTV, paid social, and GIFs — were used to immerse the audience in the SkiBig3 experience, maximize reach, and drive traffic to the brand’s landing page.

Every activity from the strategic itineraries — such as backcountry expeditions, staying at a luxury hotel, and exploring an ice sculpture festival — was highlighted to diversity promotional content, create an effortless travel planning process, and further entice target consumers to experience the destination for themselves.

After the event, all 7 influencers developed long-form blog content for their websites using storytelling and media captured during the trip to recap the experience in a detailed yet immersive way.

Editorial content was also published to our in-house travel publisher (Travel Mindset) to further increase awareness and drive conversions.

All web content included affiliate links strategically embedded in the content to drive click-throughs to the brand’s landing page.

All web content was then promoted on social media to extend the conversation, increase brand exposure, and drive consumers to plan and book their trips.

Seven different vetted influencers were chosen based on their audience demographics and psychographics (and their similarity to that of the target audience), the scope and effectiveness of their reach across digital channels, and their ability to produce a variety of high-quality content formats, such as video, web content, and Instagram Stories.

Influencers promoted the SkiBig3 brand before, during, and after (pulsed for 3 months post-event) the event pushing consumers to book directly through the brand’s website.

A variety of content formats were distributed across the influencer’s channels — such as social media, blog, and email — over the course of the campaign to maximize reach and awareness.

To generate discussion around the brand and promote the InstaMeet, we organized a one-hour Twitter Chat hosted by some of the biggest travel influencers on Twitter, the seven #InstaMeetSkiBig3 influencers, travel publishers, as well as the SkiBig3 brand and affiliate partners like Fairmont Hotels & Resorts.

Twitter Chat questions were strategically developed to generate interest in the headliner activities from the itineraries, establish brand differentiation (from competitors like Breckenridge), engage and connect with the target consumer via topics they are most likely to respond to (i.e. “share a photo from your favorite ski trip”), drive consumers to purchase tickets to the 5-day event as an all-inclusive package and encourage viewership of the “live broadcasting” of the event via influencer channels.

The influencers promoted their blog content in their newsletters and email promotions over 3 months post-event to maximize reach and awareness.

Travel Mindset’s editorial content was promoted in our in-house travel publisher (iExplore) newsletter to adventure travelers to further extend reach.