Summer Adventure Center
That’s the word Killington wanted us to spread as they prepared to open their new Summer Adventure Center. They warned us: It was not going to be easy. The vast majority of people have only seen Killington in white. And the Summer Adventure Center was a market unknown.
"BEST SUMMER EVER"
–Killington Chamber of Commerce
Killington does look good in green
But nobody knew that. And since the park and the summer season weren’t open yet, we weren’t going to be able to show it. Our solution: create advance buzz and a soft launch. Then leverage the buzz with traffic driving tactics.
Mommy Blogger Network. 8 bloggers were invited to spend a weekend and experience the new attractions. Afterward, they blogged about the experience and ran ticket giveaways
Paid Search and display. As word began to spread, we added branded search and leveraged an uptick in activity searches – mountain biking, for example.
Mobile Fencing. We built custom targeting buckets of prospects registered as visiting competitor water parks, mountain bike parks, and golf courses from the previous season.
Mass Media. TV, radio, and online video boosted awareness and drove audiences to the finally ready-to-open summer park.