Park City Annual Marketing Plan 2017/2018 - 7

Targeted Messaging Strategy
STAYING THE COURSE
Martin Luther King Holiday - based on the ongoing success seen in the past three seasons, we will continue our digital marketing
efforts for this holiday weekend. This includes a heavy focus on our target audiences in the Los Angeles and San Francisco markets
to boost interest for a three-day weekend getaway.
"Spring It On" Campaign - In an effort to boost performance in March and April of last season, we launched the "Spring It On"
marketing campaign. This messaging will be utilized once again within the creative to highlight the sun-filled fun that a Park City
spring offers.
The campaign will continue to feature a media buy that includes television, digital, print, social media, contests and a landing page
with spring content, along with offers from our members. All of which will promote everything spring and encourages guests to book
their spring ski vacation to Park City.

SPRING IT ON.
IN PARK CITY.
A spring ski vacation in Park City delivers perfect bluebird days, amazing snow and laid-back
après-ski fun in the sun with a full line-up of free music and events. It's the perfect spring
escape with award-winning dining, vibrant nightlife and two world-class
resorts - Park City Mountain and Deer Valley - all within one
historic mountain town. Yes. All that. Only in Park City, Utah.
Discover spring in the mountains at VisitParkCity.com

PCCB_SPRINGITON_SPREAD_F.indd 1

11/7/16 2:51 PM

2017/2018 "Spring It On" Print

1.

2.

3.

4.
2017/2018 "Spring It On" TV Commercial

2017/2018 "MLK" Digital Ad

2017/2018 "Spring It On" Landing Page

7



http://www.VisitParkCity.com

Table of Contents for the Digital Edition of Park City Annual Marketing Plan 2017/2018

Park City Annual Marketing Plan 2017/2018 - Cover1
Park City Annual Marketing Plan 2017/2018 - 2
Park City Annual Marketing Plan 2017/2018 - 3
Park City Annual Marketing Plan 2017/2018 - 4
Park City Annual Marketing Plan 2017/2018 - 5
Park City Annual Marketing Plan 2017/2018 - 6
Park City Annual Marketing Plan 2017/2018 - 7
Park City Annual Marketing Plan 2017/2018 - 8
Park City Annual Marketing Plan 2017/2018 - 9
Park City Annual Marketing Plan 2017/2018 - 10
Park City Annual Marketing Plan 2017/2018 - 11
Park City Annual Marketing Plan 2017/2018 - Cover4
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_2023winter
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_2023summer
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_20222023winter
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_2022summer
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_2021summer
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_2020summer
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_20202021winter
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_20192020winter
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_20182019summer
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_20182019winter
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_2018summer
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_2018winter
https://www.nxtbook.com/nxtbooks/parkcity/marketingplan1718
https://www.nxtbook.com/nxtbooks/parkcity/annualreport2017
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_2017summer
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_201617winter
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_2016summer
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_2016winter
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_2015summer
https://www.nxtbook.com/nxtbooks/parkcity/meetingplanner2015
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_2015winter
https://www.nxtbook.com/nxtbooks/parkcity/underonesky2014
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_2014summer
https://www.nxtbook.com/nxtbooks/parkcity/meetingplanner2014
https://www.nxtbook.com/nxtbooks/parkcity/groupeventplanner2014
https://www.nxtbook.com/nxtbooks/parkcity/vacationplanner2014-ru
https://www.nxtbook.com/nxtbooks/parkcity/vacationplanner2014-ch
https://www.nxtbook.com/nxtbooks/parkcity/vacationplanner2014-de
https://www.nxtbook.com/nxtbooks/parkcity/vacationplanner2014-po
https://www.nxtbook.com/nxtbooks/parkcity/vacationplanner2014-sp
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_2014winter
https://www.nxtbook.com/nxtbooks/parkcity/accommodations_2013summer
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_2013summer
https://www.nxtbook.com/nxtbooks/parkcity/vacationplanner2013-ch
https://www.nxtbook.com/nxtbooks/parkcity/vacationplanner2013-po
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_2013winter
https://www.nxtbook.com/nxtbooks/parkcity/accommodations_2013winter
https://www.nxtbook.com/nxtbooks/parkcity/accommodations_2012summer
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_2012summer
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_2012winter
https://www.nxtbook.com/nxtbooks/parkcity/accommodations_2012winter
https://www.nxtbook.com/nxtbooks/parkcity/groupevents1011
https://www.nxtbook.com/nxtbooks/parkcity/guestguide_2011summer
https://www.nxtbook.com/nxtbooks/parkcity/guestguide2011
https://www.nxtbook.com/nxtbooks/parkcity/meetingplanner1011
https://www.nxtbook.com/nxtbooks/parkcity/summervacationplanner09
https://www.nxtbook.com/nxtbooks/parkcity/intl_vg09-sp
https://www.nxtbook.com/nxtbooks/parkcity/intl_vg09-g
https://www.nxtbook.com/nxtbooks/parkcity/summervacationplanner08
https://www.nxtbook.com/nxtbooks/parkcity/lodgingguide07-g
https://www.nxtbook.com/nxtbooks/parkcity/lodgingguide07-s
https://www.nxtbook.com/nxtbooks/parkcity/lodgingguide07-p
https://www.nxtbook.com/nxtbooks/parkcity/lodgingguide07-e
https://www.nxtbookmedia.com