thirty below 째
Keystone Famil Skiy Happens Resort Here.
Table of Contents: SITUATION ANALYSIS 3 KEYSTONE’S OVERVIEW 11 RESEARCH 15 OUR BIG IDEA 29 CREATIVE BRIEF 31 MEDIA PLAN 33 CREATIVE 41
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Situation Analysis
current brand image Keystone is one of Vail’s four ski resorts in Colorado, owning the slogan, “It’s All Here.” This slogan is fitting because it is, in fact, all here: Keystone offers a huge array of activities appealing to everyone. Keystone is the largest mountain in Summit County. This is convenient because it is only 90 minutes away from the Denver International Airport, and because it is a resort that can match any budget. Overall, Keystone is an resort.
economical,
family-oriented
Reviews:
“Keystone is one of the most family friendly resorts in the country. ”
“Love the ski school there. A great value for the kids. Service was great. Everyone is very helpful and friendly. The trails are well maintained and the lifts are really fast.” “Frustrated with how long it took to get from our rental gear…to lockers then lift passes.” “The only negative thing I have to say is that their food prices are ridiculously expensive for mediocre food.’
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previous advertising
“It’s All Here” Campaign (2008): print • outdoor billboards • grocery stores Cultivator Advertising & Design
The print campaign emphasizes Keystone’s large bowls and terrain parks. MAGAZINES: • Texas Monthly • Outside • Chicago Magazine • SKI • Skiing • Powder • SnowWorld • 5280 TITLE: “Outback”. COPY: “Ingredients: Glades. Bowls. Trees. Bumps. Powder slashes. You.”
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Billboard:
COPY: “Unfortunately, you are not here.”
GROCERY STORE:
STICKER READS: “White. Fluffy. Light. Highly Pleasureable. We’re talking about the snow at Keystone Resort. Keystone discount lift tickets available here.” MORE DISPLAYS: • Cool Whip • Ice Freezer • Breyer’s Ice Cream
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SEASONALITY
Ski season typically starts around early November, depending on the resort, and ends in late March/early April. Keystone is different because its season opens earlier than all the rest, in late October, and ending in late Aprilallowing people to hit the slopes and enjoy the winter season for an extended period of time. When planning ski vacations, consumers generally book them 4-6 months in advance; therefore, resorts should take into account the delay between planning and actually taking the vacation.
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competitive analysis
Colorado is home to more than 20 ski resorts, and even more ski areas. Keystone is surrounded by its competitors: each offering similar amenities. Most people travel to Colorado solely for the skiing, so each resort is in a fight to win these people over. We analyzed Keystone’s biggest competitors and recognize their brand images.
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Winter Park
Deer Valley
are number one in Deer Valley. “TheGuests food cannot be beat. They even limit skiers based on restaurant capacity. Slopes are groomed well, but that does encourage visitors to sometimes ski beyond their capacity. This is luxury.
”
“
Winter Park has always been one of my FAVORITES. It’s a fairly inexpensive and family friendly resort that’s well-developed and has a pretty good variety of trails. Plus the Alpine slide is fun.
Telluride
”
Aspen the town of Telluride is quite isolated in its little corner “ ofBecause the San Juan Mountains, you’ll NEVER HAVE TO STAND IN A
“
You’d have to be ‘Dumb and Dumber’ not to have heard of the incredible skiing to be had in Aspen Colorado. Aspen Snowmass offers a brilliant all-around ski resort experience with WORLD-CLASS FACILITIES.
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”
LIFT LINE or worry about getting up early to catch that morning powder... even in peak season. The runs offer something for everyone from the beginner to expert. Breathtaking scenery, cute as a button mountain town and awesome boarding, what else could you ask for??? Just the money to afford to go more often!
”
Vail Resort
Competition Within Vail:
• biggest of the four mountains • festivals, parties, active nightlife • “cool” factor • locals refered to it as “Steezy” meaning style with ease
“Like Nothing on Earth”
Beaver Creek • very luxurious • family-oriented
Breckenridge “Not Exactly Roughing It” • friendly, laid back • authentic mining town
“The Pefect Mountain. The Perfect Mountain Town”
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Keystone’s Overview
Objectives
We have a few objectives for Keystone. • •
We want to brand Keystone as the family-centered ski resorT. It is an extremely family-oriented resort, and we want our audience to be fully aware of that. A large portion of Keystone’s current consumers are regional skiers, and we want to increase their . We want Keystone to be the resort they immediately think of when planning a ski vacation.
brand loyalty
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challenges
Differentiation:
Being a ski resort in Colorado has its pros and cons: people associate Colorado with mountains and skiing; however, there are countless places to choose from. Standing out in a state full of ski areas/resorts is a huge challenge standing in Keystone’s way. Most of the competing resorts have great skiing opportunities, a cozy atmosphere, and typically a family-friendly environment. Keystone needs to break through the clutter and separate itself from the rest.
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Accessibility:
Although Keystone offers a huge variety of activities, learning about these activities from a potential consumer’s point of view is difficult. ISSUES WITH THE WEBSITE: • organization • labor intensive • content is easily overlooked • not user-friendly
Unclear Brand Image:
Lack of Communication: Keystone has a lot to talk about, but it isn’t starting the conversation. There is a lack of initial communication. Its social media presence is great, but the INITIAL conversation between those who don’t know about Keystone and Keystone is missing.
Keystone offers just as many activities as all of its competitors, if not more. However, its brand identity is lacking. It doesn’t give Keystone the justice it deserves. • not enough positioning of all of their activities • lack of awareness • lack of brand purpose
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Research
survey overview
In order to learn about your consumer, we used our psycho-social expertise to conduct and analyze primary research. We created an online survey asking partcipants to answer a number of questions regarding the vacation planning process, their personal vacation experiences, and other vacation preferences. We know it is important to get into the mind of vacation goers - what they do, what they want, and who they talk to - in order to better understand our consumer. We had a total of 73 respondents. • 85% were between the ages of 25 and 54. • 89% female; 11% male • 80% had a household income of $75,000+ • 93% have at least 1 child 4% - child < 3 years old 11% - between 3-6 33% - between 7-12 19% - between 13-17
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Vacation Planning Process: •
Women are more likely to deal with travel logistics,
•
booking lodging, and planning activities.
54% of respondents reported online travel websites as the #1 most helpful tool in planning their last family vacation.
Children’s Involvement in Planning
•
59% reported that BOTH spouses shared equal responsibility in selecting the destination.
mutual decision, women are much] [ If notmorea likely to make the decision.
86% 78
69
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21% reported past experiences from vacations as the #1 most helpful criteria, while 9% reported past experiences from friends and family the most helpful. Activities
Destination
Type of Vacation
Restaurant
Personal Vacation History:
vacations per year 88%
•
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•
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50% have taken a child less than one year old on a vacation Parents reported taking their children on their first vacations at at very young ages, ranging from newborn to 7 years old.
• Once
1-2
70% spend between $1,000 and $3,999 on each family vacation, excluding airfare.
3+
all their time on vacation with their • 58% of parents spend almostkids.
their Teen years I stopped taking them to some degree because they are not • “ Inparticipators in some things and drag down the experience of getting away. ”
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77% of respondents like to try new activities on family vacations 48% like to go to different places for each vacation
Price, amount of snowfall and diversity of terrain were the 3 most
important factors
62% believe family vacations can help them bond more than stay-at-home activities 75% would travel 3+ hours for a ski vacation 49% would travel 3-6 hours 26% would travel 6+ hours
half of people have enrolled their children in a ski school
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Trends & Vacation Planning The economic climate over the past several years has drastically shaped the way families are spending their money on travel and leisure today. Families are becoming more determined to go on vacations after the Great Recession, but in order to do so they are going about vacationing in very different ways. Parents today consider themselves more resourceful and savvy when it comes to stretching their budgets on travel and vacations. Consumers, today more than ever, are willing to pay full-price for a vacation if, and only if, they feel they are receiving the they believe they deserve.
quality & service
Travel Trends Glossary:
lim•it•ed-time off•er book•ing (n): flash sale vacation deals via unexpected emails from a travel-service supplier or discount site (ie: Groupon, LivingSocial)
on-the-go trip (n): trips that revolve around outdoor activities that allow them to get the most out of their vacation experience and their money (ie: lake trip, hiking, skiing)
stay•ca•tion (n): overnight getaway within a 50-mile radius from travelers’ homes; people can feel like they are on vacation while spending less money
tech-sav•vy trav•el•er (n): consumers that are more likely to download travel apps on their smartphones or tablets and visit online social communities, in order to get advice and read reviews about destinations or service providers (ie: travel blogs)
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Who is Traveling? â&#x20AC;˘ Families, or adults traveling with children or grandchildren, make up 30% of U.S. adult leisure travelers
Generational Skew of Leisure Travelers
baby boomers: generation X: millennials: silent generation:
36% of all leisure travelers Average of 4 vacations per year 31% of all leisure travelers Average of 3 vacations per year
12% of all leisure travelers Average of 4 vacations per year
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21% of all leisure travelers Average of 4 vacations per year
Vacation Planning Trends
The vacation planning process has become very complex. People are able to get advice and share reviews with other consumers throughout the nation with the click of a button. Parents now have the ability to â&#x20AC;&#x153;shop aroundâ&#x20AC;? for the best packages, hotels, and flights through company websites, online deal forums, and third party retailers. Planning has become personalized for every family, as they can tailor it to their individual needs and expectations. This process does not end once the hotel room is purchased anymore. Families can now plan every detail of their trip - from outdoor adventures, to dinner reservations, to daycare - before they arrive at their destination. Understanding the way that families are planning their vacations is vital to understanding what they are ultimately looking for in a family getaway, and how to reach them.
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Planning Insights: 1)
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Top 3 Planning Priorities:
2)
Planning is a Family Affair:
3) Planners Consult an Average of 4 Sources:
4)
They look for something for everyone Parents enjoy spending time with their children on vacation, and they want to be able to participate in a range of activities, adventures, and pastimes that suit all members of the family. Parents want to find a way to spend time together as a family so that every member is able to enjoy themselves individually.
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Geography
local: mid-west: Colorado
Utah • Wyoming • Texas Minnesota • Iowa • Illinois Wisconsin • Montana: (Helena)
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Target Consumer:
We decided the best demographic would include: • Adults 29-54 • HHI: $75,000+ • Has at least one child age 6-17 • Lives within the Mid-West We split our target into two segments: 1) e-Planners 2) Hands-Off Planners
s r e n n a l P f ands Of
H
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e travel agents do
lin • Let traditional/on
the legwork.
er end of the younger or old • Usually parents on nt more the age spectrum. mily travel- may wa Younger: new to fa tions. ca va ing nn when pla hands-on guidance th the sier, less patient wi Older: tend to be bu l sifting through trave monotonous task of more ve ws, and tend to ha websites and revie e. discretionary incom can save time. deals so that they • Look for package mily, friends, ly on advice from fa • More likely to re online. than finding reviews and travel agents o such as es to find travel inf • Use big name sit tuoso. TripAdvisor and Vir
e-Planners
• Plan vacations almost exc
• Dedicated to finding the
lusively online.
best price.
• Visit an average of 21 site s, including search engines, company websi tes and destination websites. • Just as likely to trust rev iews posted online by other parents as they are to trust their friends and relatives who give them ad vice. • More likely to refer to com pany websites or travel forums versus calling the company. • Use smaller micro-sites and blogs to find inspiration for their big and small planning tasks, consulting sites such as Trip py, Gtrot, Gogobot, Afar. Use these sites to find non-touristy attractions- the off-the-bea ten track hidden gems that are cheaper, and mo re exclusive.
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Our Big Idea
Family Happens Here. This campaign is centered around the small moments: the short, fleeting memories that make families unique and real. We spend so much time trying to MAKE a family, that we forget to BE a family. Small moments become the start of big memories that create a template for how we interact with one another. The moments that connect and shape our family are the smallest ones. They canâ&#x20AC;&#x2122;t be organized, forced, or created. They simply happen. But they happen at Keystone because we will create an environment that fosters these family moments; an environment where the idea of family becomes tangible, and where these moments are inevitable. Roles build barries. These barries become transparent at Keystone. So let mom stay home, itâ&#x20AC;&#x2122;s time for the kids to get to know Lilly.
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Creative Brief Consumer Problem:
I want to get away from everything at home so I can stop being the â&#x20AC;&#x2DC;nagging momâ&#x20AC;&#x2122; and actually enjoy time away with my kids, and so that they can enjoy time with me. Most resorts just put up with families, I want a resort that understands my needs and caters to families.
Objective:
Build Awareness: Keystone is the perfect resort for families, as it offers activities suitable for all ages. Keystone builds connection within the family, because we really understand families. Start local, build national: Create regional word of mouth in the mid-west, so that in the future, we can increase national exposure.
Target:
Parents with children, with a slight skew toward mothers.
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Insight:
Every member of a family has a role to play - not only daughter, brother, father, or mother, but roles like hero, placater, scapegoat, etc. The problem is that many families lose themselves in these roles. You stop seeing your older brother as Will, and only as ‘the hero.’ You stop seeing your mother as Ann, and only as ‘the person who nags.’ We act out these roles because we’ve become them. We understand this. We’ve devised a way to get people out of their usual familial roles, so they can start seeing each other for who they really are.
Consumer Message: Family happens here.
Not only does Keystone provide families with skiing opportunities, but also with a variety of activities designed to get everyone out of their comfort zone. When families are too busy having fun to worry about fulfilling their roles, they can get to know each other again.
Tone:
Authentic. Humorous. Emotional.
Why Believe Us?
We really understand how families work and not only what they look for in a vacation, but also what they need. We will do this by targeting parents, and advertising Keystone as a place where their kids can get to know the real them, not just mom. We will create an environment that allows small, yet pivotal, family moments to happen naturally.
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Keystoneâ&#x20AC;&#x2122;s advertising budget is $5,000,000. We want to strategically divide this amount to reach our target audience in unique ways. Traditional advertising such as television and radio is not the route we are taking. We know that commercials are effective, but Thirty Below embraces . We understand your consumers and our research shows that traditional media is not the most efficient way to reach them. Instead, we chose media that would allow us access to the hearts and minds of your consumers, as well as their communities. Interaction was key in the way we chose to portray our message.
change
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Media Plan
Why: Why:
Good Housekeeping
• Good Housekeeping skews high towards women, moms, and high income families. • We believe our idea that is relative to the core beliefs of Good Housekeeping readers. • Moms, one of the primary readers of the magazine, deal with the day-to-day hassles of family life and as a result, are more receptive to messages that focus on bringing the family together.
When: When:
“families happen here”
• Because advertising here is costly, we decided to run consecutive months in the August and September issues. These are the months when families are most likely to begin planning their winter vacations. • Flighting will overlap with the beginning of the school year so that moms can plan their winter vacation in a timely and cost-effective manner.
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Sports Illustrated Why:
Although family bonding is the basis of our campaign, it is important to remember that Keystone is a ski resort. We want to make sure we highlight what Keystone is, as much as what it stands for. • • • •
Dads and sons are the main readers of this publication. They are more likely to avoid the cliche family ads. They are attracted to thrills and activities. The sports-oriented members of the family will appreciate the interactivity the ads bring, making Keystone a cool and forward-thinking resort.
When:
• Since Sports Illustrated is a weekly magazine, we will run four weeks in total: two in September and two in October (running every other week).
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online/mobile
Why:
[
Among our travel survey respondents: 54% reported online travel websites as the #1 most helpful tool planning their last family vacation
]
• We want to ensure that Keystone is prominent in online searches, so we have devoted over a third of our online budget to search. • According to Pew Research, 86% of adults with an income of $75,000 + are online daily. • Most people use social media, blogs, and review forums to curate their information about products and services. • Smartphone ownership is rapidly increasing. • 10% of all cell phone users had iPhones in May 2011, within a year, this increased to 19%. • Since technology is so frequently accessed today, we plan to leverage consumers’ online habits in order to reach every member of the family most effectively.
When:
• Vacation planning is done months in advance, so we want our online presence to be available throughout the entire campaign.
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seasonal/event marketing
Why:
Keystone cares about the relationships it builds with its consumers, while the consumers strengthen their own relationships with their families. We want to enhance the local communities, both within Keystone and within the surrounding areas of Colorado. • SEASONAL EVENTS: “Keystone’s Five Months of Winter” is a branding tool designed to organize all of Keystone’s various events into five themed segments, highlighting the winter season. This promotion will simultaneously streamline the activity planning process, while also enhancing the onsite themed ambience. • EVENT MARKETING: “Keystone’s Snow Day” is a way to bring Keystone into communities within the surrounding areas in Colorado. In December, two schools will be chosen in the state based on the results of a competition. The competition will provide an incentive for schools statewide to improve student’s academics. Although this event marketing will utilize a slim portion of the overall budget, it will garner a sizeable amount of impressions through public relations and national news coverage.
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outdoor
Why:
• This is an effective medium to use in order to increase awareness in the areas we are targeting. • Outdoor gives us a unique opportunity to gear the campaign specifically to the geographic area (rural vs urban). • Carefully selected rural areas will reach commuters via billboards. • Urban areas will feature both billboards and bus shelters in order to take advantage of pedestrian traffic and the downtime in bus shelters. The interactive and innovative experience will entice consumers and generate PR.
When:
• Outdoor in local areas will run through the months of September and May, because the planning process here is much more spur of the moment. • Semi-local areas’ outdoor advertising will run from June to February, because families traveling from further distances generally start the vacation planning process 4 to 6 months in advance.
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ambient
Why:
• We wanted to bring Keystone into typical family environments in atypical ways. Some of these areas include shopping malls, airports and grocery stores. These events will range in their emotional connection to the consumer: some aiding families in building Keystone’s “small moments” and others highlighting Keystone’s clever tone.
When:
• Similar to the Outdoor flighting schedule, local ambient will run October through April, because of the planning process timeframe. Consequently, semi-local ambient will run from August to February.
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In order to stay true to our campaign and Keystoneâ&#x20AC;&#x2122;s customers, all of our advertisments will feature real Keystone families and their small moments.
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Creative
Good Housekeeping
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Sports Illustrated
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Interactive Storyboard
The first time people view the interactive ad, the bubbles that follow the path will be filled with generic family experiences. Then individuals will be given the opportunity to add their own memories into each of the runs, locations, and sites.
This is where Mary faced planted last year. None of us have ever laughed so hard.
This is where Carl ö¾Áº¹ ½¾È IJÇÈÉ ¨½¾»ÉÎ ĩÁÁ ̼輂 »ÄǼºÉ ɽº ÁÄÄÀ Äà ½¾È »¶¸º
Fun
happens here Familiy happens here
Pride
happens here Familiy happens here
You taught Julie to ski on this trail. This is where you ̶ɸ½º¹ ½ºÇ ijΠŶÈÉ you last year.
Growing Up
happens here
Familiy happens here
This is where we stopped to enjoy the view.
Life
happens here Familiy happens here
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online
Landing Page
www.keystonefamilies.com The landing page will provide a buffer between the banner ads, social media and the Keystone website. It will feature various Keystone families and their firsthand accounts of their vacation and small moments. It will be similar to the Pinterest campaign, except it will be from the point of view of the entire family. All of our social media concepts will tie into the landing page to create an integrated online campaign.
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Drop-down Banners
The banners will provide a full-circle interactive experience, allowing individuals to play Keystone moments when the mouse hovers over the banner.
Social Media • Select 10 “Keystone Moms” who are key influencers on Pinterest.
• The YouTube will be linked to the Keystonefamilies.com landing page.
• Send them a Keystone package containing a digital camera, a journal, a video phone, and a detailed guide about Keystone.
• Real families from our advertisements will be featured in videos displaying their vacation experiences.
• They would become brand ambassadors for Keystone, offering unique insights to other mothers and families.
• Other Keystone families will be encouraged to upload videos of their own experiences and favorite memories.
• Their Pinterest page would act as an indepth review of Keystone and the personalized experience it provides for every member of their family.
• Keystone will choose the “Best Moment” and the winner will receive a pair of customized skis.
• The Facebook app will sort out wall posts made by friends and family over the past year that pertain to winter and related activities. • The card will then be printed or sent electronically to remind friends and family of the joys of the winter season, sponsored by Keystone. • This will be promoted during the spring and summer months to keep Keystone front of mind even in the off season.
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mobile
Keystone MemoryMaker App This app allows families to plan their vacation together. Parents and children can log on to add their activity interests and generate a schedule based on these interests. Returning guests can also find suggested activities based on previous trips. Families can scrapbook photos and videos from their family vacation and see how their family has grown with Keystone over the years. This app will be linked to social media, allowing Keystone to recommend activities based on Facebook interests. The app can be accessed online.
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Billboards
outdoor
Keystone Bus Shelters
Bus shelters will be replicas of the Keystone gondolas, featured during the summer months. The inside will be air conditioned so that pedestrians will be given a place to cool off, reminding them of the upcoming winter season. There will be an interactive screen inside, inviting people to learn about Keystone’s “Family Happens Here” campaign.
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ambient
Ambient will be comprised of a series of escalator and elevator ads placed in airports and shopping malls. These ads are meant to simulate the Keystone skiing experience in unexpected places.
Escalator
For example, elevators will be wall-papered to resemble the interior of a gondola. Escalators will be wall-papered to mirror the downhill ski slope.
Elevator
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Red Wagons
Keystone will place its signature red wagons in areas where families struggle to manage their children and their belongings - such as airports, zoos, etc. Moms appreciate the red wagons offered by Keystone, seeing them as small gestures that make a big difference. We want to extend this idea outside of Keystone.
Grocery Store Displays Keystone will sponsor an end-cap in grocery stores designed to promote the family experiences that Keystone will become known for. For example, one of these end-caps will feature all of the ingredients for the family to come together and make a pizza rather than simply ordering one. This will showcase Keystoneâ&#x20AC;&#x2122;s dedication to creating famiilial bonding moments, even outside of the resort.
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Event marketing
Keystone Snow Day
Keystone will create a competition for all public schools that are willing to participate in Colorado. The winners will be rewarded a “Keystone Snow Day” held at a local park. This day will be held in replace of a normal school day.
Competition: The school with the highest average report card grades is the winner. Two Competitions/Two Winners: • Kindergarten - 6th grade • 7 - 12th grade
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K-6
7-12
• Mini Ski School
• Advanced Terrain Park
• Tubing/Sledding
• Tubing/Sledding
• Artistic Station (sculpting)
• Ski School for Beginners
• Lunch
• Lunch
November
“Light It Up” December
“Sweet Memories”
Keystone’s Five Months of Winter is the rebranding of Keystone’s special events and activities. This five month long festival encapsulates the spirit of Keystone by hosting a wide array of family events. This will coin each month as a uniquely themed experience, allowing Keystone to position itself not as a family-friendly resort, but as a family-centered resort.
January
“Family Feasts”
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This will be accomplished by making the “Event” portion of the website more user-friendly and organized, and by enhancing the resort’s aesthetic’s through onsite marketing.
February
“shred the slopes” March
“snowy sendoff”
Keystone’s Five Months of Winter
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Creativity Happens Here. Overall, we feel that Keystone and Thirty Below are a perfect match for this advertising endeavor. Our roots in psychology and sociology have allowed us to understand the dynamics and relationships that form the fabric of family life. By highlighting the simple, yet intricate nature of family bonding, Keystone can position itself as a resort that understands and caters to families - not one that simply puts up with them. We want to harness the cyclical nature of families and their vacations in order to make Keystone not just a destination, but also a tradition. Keystone has a rich history and spirit within the Colorado community. We want to make sure this history continues far into the future, intertwining Keystone with families for generations to come.
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thank you! Sincerely,
thirty below o
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