Rewriting the
west coast ski map
We turned Brian Head from an afterthought into the first choice for Southern California skiers—beating Mammoth, Big Bear, and even Park City—with smart positioning, targeted media, and a message that stuck.
Case Study: Brian Head
4 a.m. or 4 p.m. Notice U Saved Brian Head $1000s while Making Them Millions.
ADVERTISING buys
share of mind
The Problem:
For Southern California skiers, the mental ranking of ski destinations usually went something like this:
Mammoth: Fight through the 210 then enjoy a 6-hour drive to epic terrain.
Park City: Hop a flight for a multi-day trip and some of the best powder in the world.
Big Bear / Mountain High: Close, convenient, and just good enough for a quick fix.
Tahoe: A long-weekend getaway with big mountains and even bigger casinos.
Our job? Change that hierarchy—and put Brian Head at the top.
We did it by highlighting Brian Head’s unbeatable combination: Utah-quality powder without the Park City price tag, a 3-hour drive shorter than Mammoth, and far fewer crowds. Through targeted advertising, we repositioned Brian Head as the “best-kept secret” that wasn’t just closer—it was smarter. We bought share of mind and it paid off with record setting attendance.
Make Their Customers Your customers...
We began our relationship with Brian Head Resort by launching a programmatic advertising campaign aimed at one clear goal: making Brian Head top of mind for skiers and snowboarders who weren’t even considering it.
In short, we dropped digital nets over competing ski resorts—capturing device IDs from thousands of potential visitors. Then, we followed them home, to work, and even to school with highly targeted ads that repositioned Brian Head as the smarter ski destination.
As the results rolled in, so did the trust. That one campaign led to deeper involvement: full tracking setup, management of all digital marketing spend, and ultimately, a role as Brian Head’s full-service marketing partner.
Paid Media Managed:
- Google Search Ads
- Facebook/Instagram Ads
- TikTok Ads
- Banner and Native Ads
- Device ID targeting of customers that frequent other ski resorts
- Video Streaming Ads
- Acoustic email system
- Broadcast Media
Traditional Media Managed
We strategized and partnered to place all traditional media and direct outreach.
- Multi-Market Broadcast
- Radio
- TV
- Multi-Market Out of Home
- Billboards
- In Person Events
- Ski-Shows
Unique Challenges Met:
- Managing a multi-market, monster of a segmented media plan as we also handled a large State of Utah co-op budget simultaneously.
- Implementing data tracking and data mining.
- Sale tracking implementation tied to marketing plans.
- Navigating the Covid closing and reopening to set sales records (more on that below).
- Tackling a midweek sales slump with direct advertising through TikTok.
Notice U Marketing are Real Partners:
While this page focuses specifically on the advertising services we provided, it’s worth sharing how our role at Brian Head Resort evolved over time. It all began eight years ago, when we were brought in to launch a single targeted programmatic media campaign. But that initial engagement quickly grew.
Before long, we became Brian Head Resort’s full-service, do-everything marketing department—delivering nearly every service we offer:
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Our fractional CMOs planned and managed over $500,000 in annual marketing spend.
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Our content team handled all social media and email marketing.
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Our web development team built three high-converting, sales-tracked ski resort websites from scratch.
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Our paid media team expertly targeted customers from competing ski resorts and drove them to Brian Head.
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Our SEO team secured top rankings for “Utah Ski Resort” and other key terms.
We worked through 4 a.m. mornings, navigated pandemic disruptions, produced six straight years of record-setting lift ticket sales, managed hundreds of thousands in marketing spend, and built every piece of print and digital marketing—all from 202 miles away.
And it all started with a single advertising campaign.
We did not count hours. We only counted the success.
COntent Production: From Billboards to Paid Social, We Produced nearly all content
Always On Call… we frequently responded seven days a week, including holidays, and started as early as 4 a.m. Success in the ski industry demanded that when big snow storms happened people knew about it right away. Weather conditions on the mountain change dramatically and rapidly. Brian Head Resort depended on Notice U Marketing to rapidly post and publish big snowfall numbers on their website homepage, in social media, and in other internet feeds.
We traveled when needed.
We responded fast.
The team at Brian Head felt like we were onsite every day.
Brian Head Resort Relied On Notice U Marketing
At various times during our 6+ years of service to Brian head Resort, Notice U Marketing has been responsible for these platforms and service:
- Managing the website, including developing special tools, managing messaging, updating all content, promoting sales and special events.
- Email outreach marketing.
- Social Media – all content production, posting and moderating.
- User generated contests.
- Onsite signage and promotions.
- Broadcast media placement.
- Paid Media and sales funnels.
- Weather reporting, closures, ski cams, and other onsite reporting.
- Graphics production: from restaurant menus to printed trail maps, ski passes to signage, we built all of it.
- Emergency closures including the cancelling of the NYE fireworks display when the weather forced closure.
How Did This Grow So Fast?
A solid team of 5 people at Notice U Marketing paying attention, thinking, and working together with Brian Head owners and management.
Serving as an effective Marketing Department from 200+ miles away required a lot of trust and know how. Our phones were never off and we never failed to respond to the needs of the Brian Head Resort team.
Some other solutions we implemented:
- Real time communication through purpose-built chat tools.
- Daily check-ins.
- Organizing and preparing content and materials ahead of time.
- Paying attention to the weather makes it easy to forecast when we are likely to be needed at 4 a.m.
- Consistent strategy and communication.
- Willingness to travel at our time and expense and working at the resort as needed.
- Excelent data science. The results of advertising were never in question because the data was crystal clear.
The Results:
Within 2 years, Southern California became the number one feeder market for Brian Head Resort, regularly finishing first with Utah and Nevada close behind. We deliver just under 100,000 visitors from California to the website each season. The result was record setting revenue from Californa visitors.
Crisis Marketing
We helped BrianHead navigate the Covid 19
season ending interruption. We also strategized the
marketing approach that led to record setting attendance when they reopened.
Read all about it here:
How is it to work with Notice U Marketing?
Our “CONCIERGE MARKETING” service was built with Brian Head Resort. We are told no other agency would go to the lengths we did for them. For example, working all holidays and starting as early as 4 a.m. in the morning to post social media, or driving in on Sundays to set up radio remotes. Brian Head kept us running but we loved it. They felt like we were integrated into the team though we were 200 miles away in Las Vegas.
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