Targeting a Narrow Geographic Market

Schweitzer, an Idaho ski resort, wanted to increase awareness targeting families on Seattle’s Eastside. The challenge was to define highly targeted strategies to make the most of their budget for a four-month campaign.

Leveraging primary research Schweitzer was positioned as the perfect way for parents to reconnect with their kids in the midst of overly scheduled and technological lives. A creative campaign featuring a mix of print, out-of-home and digital was developed. Cruxx led the charge with Facebook ads, online banners and streaming audio targeted niche households, driving clicks to the website.

The results exceeded the KPIs set at the start of the project:

• 21% increase in Eastside skiers
• 44% increase in Eastside stays
• 22% increase in Eastside season pass holders
• 14% increase YoY in room nights booked from Seattle metro area
• 31% increase YoY in lodging spend from Seattle metro area