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Off Peak Family Project:

Every resort experiences a down period of time when families cannot typically travel due to school calendars. In order to thwart this, Keystone has created a Kidtopia Signature Event Series with the purpose of animating the timeframe in order to drive family visitation. The events include the Kidtopia Spectacular, the Kidtopia Culinary Festival, and the Kidtopia Music Experience. How would you leverage Keystone’s owned channels to drive family visitation to these experiences?

Deliverables:

  • Define your target audience, and how you would reach them directly. Must be family.

  • Provide creative examples (can be rough comps, concepts, or storyboard) for 2 different executions, and your reasoning behind why you chose each.

1.

If the dozens of television shows, thousands of online cooking videos, and millions of daily Instagram photos are any indication, food content is highly desired and easily shared. We all like to try new foods and the Pavlovian enjoyment we experience when looking at food, even if it's digital, will keep us coming back for more. When you mix our love for food with a bit of friendly competition, and a way for parents to show off their kids' talents, it's a winning combination! This social media marketing won't cost anything, and it will be an effective and fun way to spread the word about the event.

2.

Another commonly shared video online are musical compilations, where previously unrelated parts combine to make something new. Constructing an instrument at home is simple to do, does not require any purchases, and the participants don't need to know how to edit video. Kids love arts and crafts, and making something together just sounds fun! I think it is something that kids and adults would all get into. We could also try to have them play a few specific notes from a popular song, to make it easier to splice together. The request for submissions could be shared via all different forms of social media and email.

Inspiration:

24 Karat Magic, played with carrots: https://www.youtube.com/watch?v=ro8xEvYLR_Q

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Kid Youtuber constructing instruments:  https://www.youtube.com/watch?v=R3dU1lr6bf4

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Metronome @ 120 BPM  https://youtu.be/7absfMBJatM

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