The snow-conscious city of Telluride, Colorado, is doing something more people in the travel business might consider: It is asking the public how to market the destination directly to skiers and snowboarders next winter.
“Businesses spend countless hours and resources developing annual marketing campaigns to appeal to customers and drive products. But what interests guests can be different from what a business perceives,” says a press release from the site.
The resort has created a survey asking the public to become a part of the marketing team for the 2011-2012 ad campaign.
“Participants will view a compilation of ads targeted to different demographics with different images, styles and text. Results will be analyzed from the specific feedback and the ads adjusted accordingly – and the public will be able to see the results of their opinions in their favorite publications and online this winter season,” says a release from the city.
"We all look at piles of data, current trends, and past performance when developing our annual campaigns, but the effectiveness of the resulting advertising creative is an intangible until it hits the market,” said Matt Skinner, Vice President of Sales and Marketing for Telluride Ski & Golf. He asks:
"What better way to create an effective and appealing campaign than to have the public help in its development?”
By David Wilkening
