SKI UTAH | AUDIENCE RESEARCH

Ski Utah bounces
back

In 2020, faced with pandemic travel restrictions, Ski Utah hoped an omni-channel advertising campaign would instill confidence and inspire ski travelers to choose Utah.

$52 MILLION
In measured hotel revenue

With all the uncertainty that the pandemic brought, they needed a campaign that would be both incredibly efficient and as fool-proof as possible. That’s exactly what we delivered—generating $52M in measured hotel revenue.

$148
Returned for every $1 spent

With Utah’s ski industry hanging in the balance, we knew this wasn’t a situation that could be left to intuition, hunches, or best guesses. Instead, we proposed an extensive qualitative and quantitative research study, to prove and deepen our understanding of Ski Utah’s audiences, including their motivators, preferences, habits, and more. What we learned would lead to strategically segmented creative assets that we could narrowly target for an incredibly efficient campaign that would return $148 for every dollar spent.

12% INCREASE
In average daily bookings compared to benchmark

We sought a flexible media mix with partners who were invested in Ski Utah’s success. Our deep relationships with digital partners in the programmatic, native, and pre-roll spaces were critical to achieving a 12% average daily booking increase compared to benchmark.

$10.9 MILLION
In revenue generated in just the first two months

We collaborated closely with Ski Utah and our media partners to develop a vast portfolio of creative assets that could be switched out, in real-time, as performance metrics dictated—each built on proven audience research. Working together, we drove a 20% increase in ad-exposed page views.

20% INCREASE
In ad-exposed page views

Our advertising channels were informed by a constant feed of consumer-confidence data which we reviewed and optimized weekly. When we paired this with search intent analysis and our audience research, we were able to provide regular data-driven updates to key ski industry leaders about consumer confidence and behaviors nationwide. We knew early on that our new audience targeting approach and media mix was a success. It generated over $10.9 million in revenue in just the first two months across more than 27,000 hotel bookings.