Pay-Per-Click (PPC) Advertising

Case Study: Park City Ski Resort Increases Bookings with Targeted Facebook Ads (Marketing GIS)

Client: A renowned ski resort nestled in the majestic Wasatch Mountains of Park City, Utah, offering world-class skiing, snowboarding, and breathtaking winter scenery.

Challenge: The ski resort, a favorite among winter sports enthusiasts and families seeking a snowy escape, faced increasing competition and needed to attract more visitors during the peak season. Their existing marketing efforts weren’t effectively reaching their target audience on Facebook, leading to a stagnant number of bookings.

Solution: Marketing GIS, a digital marketing agency based in Gazipur, Dhaka, Bangladesh, with a keen understanding of international audience targeting, partnered with the Park City ski resort to manage their Facebook advertising campaigns. Their approach focused on:

• In-Depth Audience Research: Marketing GIS conducted thorough research to identify the ski resort’s ideal customer base on Facebook. This included demographics like age, income, location, interests (skiing, snowboarding, winter sports), and travel behavior.
• Compelling Ad Creatives: They developed eye-catching and engaging ad creatives showcasing the beauty of Park City’s slopes, the thrill of winter sports, and the luxurious amenities offered by the resort. Marketing GIS offered creative options including:
  • High-quality videos and images: Breathtaking visuals of skiers carving down fresh powder, families enjoying snow tubing, and cozy evenings by the fireplace.
  • Targeted messaging: Ad copy highlighting specific offerings like beginner lessons, family-friendly activities, and après-ski entertainment.
• Strategic Ad Targeting: Based on the audience research, Marketing GIS implemented highly targeted Facebook ad campaigns. This ensured the ads reached users on Facebook most likely to be interested in a ski vacation in Park City, Utah. Targeting options included:
  • Demographics: Age, income, location (targeting users within driving distance or those who frequently travel for winter sports).
  • Interests: Targeting users who have shown interest in skiing, snowboarding, winter destinations, or travel in general.
  • Lookalike Audiences: Leveraging Facebook’s advertising tools, Marketing GIS created lookalike audiences based on the resort’s existing customer base or website visitors. This helped reach new users with similar characteristics to those who had already converted.
• Conversion Tracking & Optimization: They closely monitored the ad campaign’s performance, tracking key metrics like impressions, clicks, and website conversions (booking inquiries or online lift ticket purchases). This data-driven approach allowed them to optimize the campaigns in real-time, allocating budget towards the most effective ad creatives and targeting strategies.

Results:

• The targeted Facebook advertising campaigns significantly increased the reach and engagement of the ski resort’s marketing efforts.
• The compelling ad creatives and strategic targeting resulted in a considerable rise in website traffic from qualified leads (potential guests actively interested in ski vacations).
• Conversion rates increased as more users who clicked on the Facebook ads were enticed to book their ski vacation at the resort.