Explore Communications has worked with Monarch Mountain for six years. Monarch faces some unique challenges as an independently owned ski resort because they are not part of any coordinated ski pass offers with other resorts. Another unique differentiator is that Monarch Mountain is in southern Colorado, near Salida, and relies solely on natural snowfall. They do not create any man-made snow, like other ski resorts. This makes them more dependent on Mother Nature and they must be more creative with their snow management.
Our main advertising goals for Monarch Mountain are to increase brand awareness in the local region and in select out-of-state “feeder” markets, drive website activity and increase overall ticket sales. Ultimately the campaign’s success is measured by ticket sales, therefore, we determined that the main KPI would be “traffic to the lift ticket purchase confirmation page.”
To make the best use of Monarch’s modest advertising budget, we focus heavily on strategic and innovative targeting to help home-in on our active winter audience and go after consumers who are showing intent to travel. We achieved this through a mix of geo-targeted billboards and a layering of digital tactics using advanced travel data and predictive performance targeting.
Upon the completion of the 2022-2023 media campaign, Explore was excited to report that the campaign delivered an incredible Return-on-Investment (ROI) of 1,796%. Measurable ticket sales were nearly 18x their advertising investment, which everyone is quite happy about!
