TELLURIDE – The Telluride Ski & Golf Resort, the Telluride Tourism Board, and the Colorado Flights Alliance announced this week a collaborative marketing effort designed to attract people to the area and the ski resort. TSG also announced that it has hired communications firm Backbone Media, TTB’s media buying agency, to engage in more aggressive and pinpointed marketing outreach.
Each of the three entities will contribute toward the 2013-2014 winter marketing campaign, which will purchase digital banner ads that will be delivered to computers, tablets and smartphones. TSG has also earmarked additional funding capacity for traditional print advertising in a multi-pronged marketing outreach approach.
By pooling advertising dollars and increasingly available marketing data, the companies aim to create a robust and effective winter integrated marketing campaign by creating buying power and allowing each organization to focus on specific markets with the hopes of avoiding overlap.
This week’s announcement marks the first time the three organizations have shared marketing data analytics, but it is not the first gathering of local and regional organizations to coordinate marketing plans with the aim to avoid inefficiencies. The previous Regional Strategic Marketing Committee consisted of representatives from the ski resort, regional air organization (now known as CFA), TTB, area lodging and business leaders, the City of Montrose and the Montrose Visitors Bureau (which has since been integrated into the City of Montrose).
“As our media buying agency of record, Backbone Media has been an integral part of our shift from print to the digital world,” said Michael Martelon, president and CEO of TTB. “In the hyper-speed of the digital space, Backbone takes our existing data analytics, overlays its own media planning tools and provides in-depth planning strategy that allows us to micro-target our consumers.
“Furthermore, with its experience in the outdoor/adventure lifestyle market space, their relationships across the industry are a great fit for our destination.”
Located in Carbondale, Backbone boasts a strong background in the outdoor recreation industry, and lists past and previous clients like Black Diamond, Smartwool, Polartec and Taos Ski Valley.
Matt Skinner, COO of CFA, was similarly positive about the cooperative marketing, saying, “This is a great next step in collaborative marketing efforts for the destination. In a competitive industry, we need to be more targeted and more effective with the resources we have, and combining our programs to such a specific level will put us a step ahead.”
TSG’s main resort competitors are Aspen, Jackson Hole, Vail, Deer Valley and Sun Valley. These resorts are larger in scale and have more significant resources with which to dedicate to marketing and communications.
Although the three will produce their own winter campaign, common branding and messaging strategies will tie the ads together and will market Telluride as a destination rather than a resort. Winter ads are slated to launch November 1.
“We will be working with the Tourism Board and the Colorado Flights Alliance in areas where we target our marketing efforts and make the most of our advertising dollars,” said Chuck Horning, president and CEO of TSG. “We expect digital media to enhance our marketing efforts. We look forward to a great winter with good snow and great guests.”