Public relations plays a vital role in the success of new ski resort features and amenities. When ski resorts invest millions in expanding trails, upgrading equipment, or adding luxury facilities, strategic PR campaigns determine whether these improvements attract visitors or go unnoticed. According to SAM Magazine’s 2023-24 marketing report, resorts that execute coordinated PR launches see up to 40% higher engagement rates compared to those relying on standard advertising alone. This article provides a detailed roadmap for PR professionals and resort marketing teams to plan, execute, and measure successful launches of new resort features.
Strong press releases form the foundation of any successful ski resort launch campaign. The key lies in crafting compelling narratives that highlight unique selling points while providing journalists with valuable, quotable content.
Research from Spring PR shows that press releases incorporating multimedia assets receive 2.3x more media coverage than text-only announcements. High-quality photos and videos showing new trails, equipment demonstrations, or luxury amenities in action give media outlets ready-to-use content that increases the likelihood of coverage.
Timing also matters significantly. Setting a clear launch date with an embargo builds anticipation and gives media outlets time to develop more in-depth coverage. For example, when Infinity Ski Slope coordinated their press release timing with a Dragons’ Den appearance, they generated national coverage that led to full bookings within a week of launch.
To maximize impact, segment press releases based on target audiences:
- Local media focus on community impact and job creation
- Industry publications highlight technical specifications and innovations
- Lifestyle media emphasize experience and luxury aspects
Targeting Different Skier Segments Through PR Tactics
Different skier segments respond to distinct messaging and channels. A study by Strategus found that segmented PR campaigns targeting specific skill levels generated 15x higher returns compared to general messaging.
For novice skiers, focus PR efforts on:
- Safety features and learning programs
- Family-friendly amenities
- Beginner-specific trail improvements
- Rental equipment upgrades
Expert skiers respond better to:
- Technical specifications of new trails
- Advanced equipment capabilities
- Expert-only zones and features
- Performance-focused amenities
Social proof plays a major role in both segments. Including testimonials from ski instructors for beginner content and professional athletes for advanced features adds credibility to PR materials.
Luxury promotion requires a distinct approach focused on exclusivity and premium experiences. Type A Media’s case study of OVO Network demonstrated that luxury-focused content generates 3x higher engagement rates when emphasizing unique experiences over basic amenities.
Successful luxury PR campaigns typically include:
- Private preview events for media and VIP guests
- Partnerships with premium brands
- Exclusive access programs
- Personalized services and experiences
Digital content should reflect luxury positioning through:
- Professional photography and videography
- Detailed storytelling about unique features
- Behind-the-scenes looks at premium services
- Focus on personalization and attention to detail
Maximizing Channel Reach and Engagement
Modern ski resort PR requires a multi-channel approach. The Strategus case study showed that combining traditional PR with digital channels increased campaign reach by 225%.
Traditional Media Channels:
- Print publications
- Television news
- Radio spots
- Industry magazines
Digital Channels:
- Social media platforms
- Email marketing
- Influencer partnerships
- Virtual tours and experiences
OTT/CTV advertising has proven particularly effective, with one resort generating $685,000 in revenue through targeted streaming ads combined with cross-device retargeting.
Social media serves as a critical component of modern resort PR campaigns. Platform-specific strategies should align with user behavior and expectations:
Instagram:
- Visual storytelling through high-quality imagery
- Behind-the-scenes content
- Instagram Stories for real-time updates
- Influencer takeovers
Facebook:
- Detailed feature announcements
- Community engagement
- Event promotions
- Live streaming capabilities
TikTok:
- Short-form video content
- User-generated content campaigns
- Trending challenges
- POV experiences
Measuring PR Campaign Success
Effective measurement helps justify PR investments and optimize future campaigns. Key metrics include:
Media Coverage:
- Number of placements
- Reach of coverage
- Quality of mentions
- Share of voice
Digital Engagement:
- Website traffic increases
- Social media metrics
- Email response rates
- Online booking activity
Business Impact:
- Revenue attribution
- Visitor numbers
- Booking patterns
- Customer feedback
Conclusion
Successful PR campaigns for new ski resort features require careful planning, strategic execution, and consistent measurement. Focus on creating compelling stories that resonate with different audience segments while leveraging both traditional and digital channels for maximum impact. Track results systematically to demonstrate ROI and improve future campaigns.
PR professionals should start by developing clear messaging strategies for each new feature, then build out comprehensive launch plans incorporating multiple channels and touchpoints. Regular monitoring and adjustment of campaigns ensures optimal results and helps maintain momentum throughout the season.
Remember that successful PR isn’t just about initial announcements – it requires sustained effort to keep new features in the public eye and drive continued interest and bookings throughout the season.
