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Marketing Plan 4Marketing Plan 4thth QT QT 20102010

GoBreck.comGoBreck.com

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Trends, Outlook & Caveats Trends, Outlook & Caveats Seeing increase in advance reservations, (book Seeing increase in advance reservations, (book

by’s), shorter stays continue. by’s), shorter stays continue. Holidays Trending Flat to UpHolidays Trending Flat to Up Budget (supplemental funding)Budget (supplemental funding) Invasive pricing from high end competitionInvasive pricing from high end competition Erratic booking patterns Erratic booking patterns Flux AirfareFlux Airfare Competition from other vacation destinationsCompetition from other vacation destinations $5M reduction in CTO funding$5M reduction in CTO funding Voluntourism, learning vacations, arts & cultureVoluntourism, learning vacations, arts & culture

enriching experiencesenriching experiences

PartnersPartnersColorado Tourism OfficeColorado Tourism Office

Target Target

affluent families high propensity to skiaffluent families high propensity to ski MessageMessage

“ “Americas best skiing”, SW airlines “Skies Fly Free”Americas best skiing”, SW airlines “Skies Fly Free” MarketsMarkets

A: Dallas,Houston,Kansas ty,Chicago(radio,print)A: Dallas,Houston,Kansas ty,Chicago(radio,print)

B: Austin, Albuquerque, L.A., Miami (radio)B: Austin, Albuquerque, L.A., Miami (radio)

C: Minneapolis Phoenix St Louis, Tulsa (radio)C: Minneapolis Phoenix St Louis, Tulsa (radio) National: Spot TV ( OTA’s)National: Spot TV ( OTA’s)

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Partners Cont.Partners Cont.

Breckenridge Ski ResortBreckenridge Ski Resort

MessageMessage

New offeringsNew offerings MarketsMarkets

TX, IL, FL , Plus DC & MNTX, IL, FL , Plus DC & MN

Re-tooling of Spring MassiveRe-tooling of Spring Massive

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StrategiesStrategies Emerge from the “Quarterly” MKT. PlanEmerge from the “Quarterly” MKT. Plan Drive overall demand for the destinationDrive overall demand for the destination Regain mkt. share in California, Florida & Regain mkt. share in California, Florida &

North East North East Central Reservations initiativesCentral Reservations initiatives Integrating PR with media planIntegrating PR with media plan Opportunistic, Added Value PromotionsOpportunistic, Added Value Promotions

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TacticsTactics

Long Form TVLong Form TV PPC/KeywordPPC/Keyword Online Behavioral, Contextual & Online Behavioral, Contextual &

displaydisplay CRM/Direct Mkt., data collectionCRM/Direct Mkt., data collection Web enhancements/mobile/analyticsWeb enhancements/mobile/analytics

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““Kickoff to Winter”Kickoff to Winter” Long Form 5 min. TV Long Form 5 min. TV

““Adventures in America”Adventures in America”20 Markets incl. Discovery Chl. 20 Markets incl. Discovery Chl.

Core Messages Core Messages A Winter Vacation, Booking patterns A Winter Vacation, Booking patterns Value/book by, Multi-Generational,Value/book by, Multi-Generational,Adventure at your speed Adventure at your speed

Campaign MarketsCampaign Markets Primary CA,FLA,GA, North EastPrimary CA,FLA,GA, North East

Secondary TX, IL, MO, KSSecondary TX, IL, MO, KS..\..\SUMMER\2010 SUMMER\Long Form\BRK5minute.4x3final2.mp4..\..\SUMMER\2010 SUMMER\Long Form\BRK5minute.4x3final2.mp4

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““Kickoff to Winter” Cont.Kickoff to Winter” Cont.

Destination MarketsDestination Markets• Online behavioral & contextual targetingOnline behavioral & contextual targeting

Audience: Hard & soft core Audience: Hard & soft core adventure, Family–multi-gen.adventure, Family–multi-gen.

• SEO/PPC Key words: Family, Vacations, SEO/PPC Key words: Family, Vacations, mountains, resorts, wintermountains, resorts, winter

http://spongecell.com/api/widgets/254603/test.html?n=gobreck-summer-20 http://spongecell.com/api/widgets/254603/test.html?n=gobreck-summer-20

http://spongecell.com/api/widgets/254716/test.html http://spongecell.com/api/widgets/254716/test.html

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Central ReservationsCentral Reservations• Online Online

TripAdvisor.com, VRBO.com,TripAdvisor.com, VRBO.com,

HomeAway.com, VacationRentals.comHomeAway.com, VacationRentals.com• SEM/PPC Keywords, long tail termsSEM/PPC Keywords, long tail terms• Direct Marketing Direct Marketing

Enewsletter, Inntopia DB, Community Enewsletter, Inntopia DB, Community laps skier, Ski Show datalaps skier, Ski Show data

• Social media FB, twitter, 4 squareSocial media FB, twitter, 4 square• ““CTA” for ALL media, “Close the sale”CTA” for ALL media, “Close the sale”

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Marketing Budget % of Spend:

Overall Destination 47% Direct Retail Message 53%

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Public Relations Public Relations

Enhancing Advertising EffortsEnhancing Advertising Efforts Maintain media relationships in Key mkts.

while leveraging media buys in Target mkts.

““Kickoff to Winter” Satellite Media Tour Kickoff to Winter” Satellite Media Tour end of Nov. with Travelocityend of Nov. with Travelocity

“A Holiday Experience” from Dec. 5th –Jan. 5th

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SalesSales

Consumer Ski ShowsConsumer Ski ShowsFlorida attendance:  5,000Florida attendance:  5,000

Chicago attendance:  17,000Chicago attendance:  17,000

Atlanta attendance:  2,000Atlanta attendance:  2,000

Minnesota attendance:  5,000Minnesota attendance:  5,000

Denver attendance:  20,000Denver attendance:  20,000

Boston attendance:  17,000Boston attendance:  17,000

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In Town Efforts In Town Efforts

..Victorian Holiday Celebration

Enhanced Lighting and Design Blue River PlazaLighting of BreckenridgeSnowflake ChallengeMain St. Caroling Holiday Museum Tours2nd Saturday ArtwalkHoliday Ice Show (new) European MarketA Tuna Christmas, Backstage Theatre2nd Annual Holiday Arts Market Holiday Bazaar Winter Dew TourNew Year’s Celebrations

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In Town Efforts Cont.In Town Efforts Cont.Day Destination Skiers – Gondola to Main St.Day Destination Skiers – Gondola to Main St.

StrategyStrategyHot Deals, “Free After 3pm”, Mobile App. Text, TwitterHot Deals, “Free After 3pm”, Mobile App. Text, Twitter

Morning TacticsMorning TacticsTicket Office, Ticket Counters, Kiosk, Sandwich Board,Ticket Office, Ticket Counters, Kiosk, Sandwich Board,

Bus display/posting, Welcome Center display and handout.Bus display/posting, Welcome Center display and handout.

Afternoon TacticsAfternoon TacticsGondola handout, Welcome Center hand outGondola handout, Welcome Center hand out

Maximizing “Day Destination Skier” Revenues Maximizing “Day Destination Skier” Revenues Town Experience to strengthen the guest Town Experience to strengthen the guest W.O.M. W.O.M. increasing the number of “Brand Casters”increasing the number of “Brand Casters”