A digital-to-traditional plan inspires a sales avalanche.
The American Skiing Company (ASC) came to AMP Media with quite a challenge: use a mix of new and traditional media to drive visitors to five separate resorts across New England and increase sales of the higher cost "All For One" season pass – all on one modest budget.
To eliminate cannibalization among resorts, AMP created a segmentation strategy in which each resort agreed to priority segments. Consumption patterns were then matched to each segment using MRI, Nielsen, Arbitron and comScore.
Media was bought in bulk and divided among resorts based on priority segments. Radio buys included spots "triggered" by competition or climate events. Holiday promotions encouraged visits, and mobile billboards on resort access roads pushed the season pass. Digital snow reports and live video feeds showed the online target that trails were covered with snow – even if Boston and NYC were bare.
Despite record low snowfall and record high gas prices, AMP's strategic media plan helped ASC exceed sales and season pass goals for four straight years.