With top-of-the-world views, there’s no place like Homewood
In January 2017, Homewood Mountain Resort asked Freestyle Marketing to create a spring campaign to generate interest in the Lake Tahoe ski resort. Specifically, the company wanted to increase sales of its day passes, private lessons, Snowcat adventures, and “Stay and Ski” packages for Spring 2017, as well as early season passes for 2017-18. Our strategy included Pay-Per-Click (PPC) and email campaigns, as part of a larger integrated campaign across different channels.
TACTICS USED
- Pay-Per-Click
- Email Campaign
Pay-Per-Click
We utilized a Google Adwords Campaign to insert search ads in selected search results for terms related to winter sports and resorts in Tahoe.
We developed five ad groups and matched them with the search ad they were most likely to click on when searching for certain products and services that Homewood Mountain Resort offers. Once clicked, the search ad sends users to a landing page where they are encouraged to purchase a specific item.
Email Campaign
We created an email campaign that used compelling imagery to persuade the audience to visit the only resort that offers unique postcard views of Lake Tahoe while skiing on 500” of powder.
We used the subscription list of selected websites that the defined target audiences frequent. Once users click on images included in the email message, they are directed to a landing page that details the corresponding product or service.
Tahoe Magazine Email List
Marin Magazine Email List
RESULTS
3.10%
PPC ad click-through rate
(compared to industry average of 2.18% for hospitality and travel category)
5.25%
PPC ad conversion
(compared to industry average of .53% for hospitality and travel category)
7.68%
email click-though rate
(compared to industry average of 5.3% for lodging and travel category)
55.49%
year-over-year increase in web traffic