Friday, June 8, 2012

Marketing campaign in full swing

Alliance working to boost tourism via the Internet


By REBECCA MEANY
Express Staff Writer

Arlene Schieven

In less than a month, the Wood River Valley will see an influx of summer visitors. The area's marketers are hoping their efforts will mean packed businesses and energized crowds to launch the season.

The Sun Valley Marketing Alliance held a members' meeting Wednesday, updating attendees on the winter season, what's being done to draw visitors this summer and what lies ahead.

This summer, Seattle and Los Angeles are being targeted, contrasting city life with an escape to Sun Valley.

"The umbrella campaign is 'skip town,'" said Arlene Schieven, Sun Valley Marketing Alliance president and chief marketing officer.

The two components of this program, hosted on visitsunvalley.com, are:

Stone-skipping from a computer that will allow people to skip a stone on an actual lake in Sun Valley. This will be done real-time via a robot. "This is something that has not been done before and there is already significant media interest in the initiative," Schieven told the Idaho Mountain Express.

Packing your virtual car to win a trip to Sun Valley. More than 30 member-donated prizes can be included in the car, but not all items will fit. People will have to explore the prizes and, in the process, learn about local businesses and experiences, then decide what to pack. Once they close the doors of the car, they will be entered to win a trip to Sun Valley. Winners will also receive what they packed in the car.

The intention of the promotion is to develop something that would lead to online engagement so people experience Sun Valley from their computer, Schieven said.

<

"To maximize traction of limited marketing dollars, we are focused on doing things which garner 'earned media,'" she said.

The alliance also is hoping to involve businesses during next month's Ride Sun Valley mountain biking festival.

The event last year drew 1,100 racers.

"This year we expect a 15-to-20 percent growth in that number," said Greg Randolph, the alliance's director of public relations and social media.

With up to 1,400 racers, plus their families and friends, businesses should be busy June 29-July 8.

"They come here, they eat a lot of food, they go shopping," he said.

The alliance continues to boost its social media presence but urged members to be patient with measurable results.

Zach Crist, alliance board member, said social media builds awareness of a brand—in this case, the Sun Valley area—generates engagement with others on social media sites, and later turns into transactions.

"That takes time," he said.

As summer activity gets into high gear in July, the marketing alliance will turn its attention to winter, where approximately two-thirds of the group's advertising budget is spent.

Schieven said the group is focusing more attention on winter to boost occupancy rates after the Christmas holidays.

"If we're a mountain resort destination, we can't have a dead January and February," she said. "We are really focused on that."

Rebecca Meany: rmeany@mtexpress.com




About Comments

Comments with content that seeks to incite or inflame may be removed.

Comments that are in ALL CAPS may be removed.

Comments that are off-topic or that include profanity or personal attacks, libelous or other inappropriate material may be removed from the site. Entries that are unsigned or contain signatures by someone other than the actual author may be removed. We will take steps to block users who violate any of our posting standards, terms of use or any other policies governing this site. Use of this system denotes full acceptance of these conditions. Please review the full rules governing commentaries and discussions. You are fully responsible for the content that you post.

The comments below are from the readers of mtexpress.com and in no way represent the views of Express Publishing, Inc.

You may flag individual comments. You may also report an inappropriate or offensive comment by clicking here.

Flagging Comments: Flagging a comment tells a site administrator that a comment is inappropriate. You can find the flag option by pointing the mouse over the comment and clicking the 'Flag' link.

Flagging a comment is only counted once per person, and you won't need to do it multiple times.

Proper Flagging Guidelines: Every site has a different commenting policy - be sure to review the policy for this site before flagging comments. In general these types of comments should be flagged:

  • Spam
  • Ones violating this site's commenting policy
  • Clearly unrelated
  • Personal attacks on others
Comments should not be flagged for:
  • Disagreeing with the content
  • Being in a dispute with the commenter

Popular Comment Threads



 Local Weather 
Search archives:


Copyright © 2014 Express Publishing Inc.   Terms of Use   Privacy Policy
All Rights reserved. Reproduction in whole or in part in any form or medium without express written permission of Express Publishing Inc. is prohibited. 

The Idaho Mountain Express is distributed free to residents and guests throughout the Sun Valley, Idaho resort area community. Subscribers to the Idaho Mountain Express will read these stories and others in this week's issue.