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Part One: Driving the business through the brand

Grow Keystone Brand Awareness

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Keystone is one of the top visited ski resorts in North America, but has lower brand awareness than the other most-visited resorts. How would you leverage storytelling to introduce someone to Keystone’s unique brand attributes and differentiators, with the goal of motivating them to visit this winter? Please provide a few sentences of on-brand copy that speaks to the following audiences:

    • Family

    • Young and Independent

    • Mature Adults

Family

Calling kids of all ages! Whether you’re turning 100 or still learning how to count to 100, Keystone can satisfy your inner child. World’s largest snowfort? Check. Giant ice skating rink? Check. Fireworks, fresh-baked cookies, night skiing and weekly parades with our fuzzy mascot? Check. Enjoy our free daily Kidtopia programming, and view the website for our kid-centric event series! KeystoneResorts.com

I would emphasize email marketing and Facebook, with an eye towards providing a unique experience. Anything that will ease the everyday exhaustion that comes with raising kids, (and provide special family bonding time), will be welcomed with open arms. I would steer them towards the kids ski free deal, daily Kidtopia events, ski school, and special kids programming. Activities should be safe, accessible and of course, fun!

Young and Independent

You have been to Breckenridge, and you have been to Vail… but have you been night skiing in Colorado? If you've been on the largest open-air groomed skating rink in North America, a snow-cat dropped you off at a bowl, or if you have watched fireworks burst over the mountains, then chances are you’ve been to Keystone too! With a nationally recognized terrain park, three peaks and snow tubing, bring your friends and share your #KeystoneMoments.

With this demographic, I would focus attention on social media, swag giveaways and value-based activities- emphasizing A51 and village nightlife. I'd suggest a photo competition, where the photo with the most likes using the hashtag #KeyPow wins a prize. I would also Facebook live a drawing of names of people who shared a designated post, and announce prize winners and prizes live on camera.

Mature Adults

Once you’ve explored the 3,000 acres on skis, ease into the evening with a glass of wine or a trip to Keystone spa. Take a sunset ride in the gondola to one of our mountaintop restaurants, or stroll through the village and shop for something new. With a choice between a horse-drawn sleigh ride, a snowcat tour and nordic skiing, you’ll want to stay long enough to try it all! KeystoneResort.com

For the more mature demographic, the emphasis is on quality, relaxation and tranquility. I would focus on email blasts, Facebook and physical mailers (if you do those). Nice meals, romance, and shopping should be highlighted.  Perhaps a spotlight on a new dish one of the chefs cooks up, the full spa experience or ideas for a romantic evening.

Bonus! Keystone: Hidden Gem of Colorado

Keystone’s Hidden Gem competition! It seems hard to hide something with over 3,000 acres of land, but some people still haven’t found Keystone Resort. To celebrate this hidden gem, we are hiding gems of our own!  Each Wednesday morning in January, our friendly Keystone Resort staff will hide these special gems all across the mountain. Bring us the gem, and exchange for whichever prize you wish!

Prizes would cover the spectrum: Kids: plush toy & sweet treats. Young and Independent: swag and drink/meal coupons. Mature adult: a coupon for the spa, a restaurant, or a special excursion. Of course, if the mature folks want the plush toy and sweets, power to them!

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