Crisis Response Marketing
We turned the Pandemic into a Win, catapulting Brian Head to another record attendance season.
Case Study: Brian Head
4 a.m. or 4 p.m. Notice U Saved Brian Head $1000s while Making Them Millions.
covid 19 marketing response
They focused on safe operations
while we set a record revenue year.
In hind sight it seems like a foregone conclusion that people confined in their homes, wearing masks, flush with cash, and having tons of free time would be more than eager to get away to the mountains. It wasn’t. Entering the 2020/2021 ski season was fraught with landmines. Public safety was at stake and we were dealing with extremely uncertain times. Policies were changing frequently and no one was sure that people would leave safety for recreation.
Notice U Marketing focused on Brian Head Resort’s marketing so their Management and Staff could focus on the very real operational challenges facing them during the Pandemic. Policies, rules, distance requirements, and genuine concerns for Staff and Customer safety were top of mind for them, while we focused on getting customers on the mountain.
When it came to marketing, lest we all forget, people were stir crazy and options were limited. Notice U Marketing took advantage of that fact in messaging, media, and other ways.
We're Open...
Prolonged Ski Resort Closures In Southern California Became An Opportunity
Arguably, Southern California’s top of mind ski and stay destination within reasonable driving distance is Mammoth Mountain. It is just six hours from LA and boasts the best snowfall in the region. During the 2020/2021 ski season it was completely closed down for overnight visitors which created an opportunity for Brian Head. Fortunately, Brian Head is also only 6 hour drive away from most parts of Southern California. We had been marketing the Best Snow on Earth there for years. We were open and were allowing overnight stays. We strategized how to most effectively deliver this message to Southern California skiers & snowboarders. Click Read more for the details.
DATA IS THE G.O.A.T: We targeted skiers and snowboarders locked at home.
A difference maker was Device ID Targeting Look Back data. Having access to specific Device data tracked at Mammoth and other So Cal ski resorts during 2019/2020 ski season, we set about to target those devices with our message “We’re Open.”.
This data segment was the top of the funnel but also integrated into other marketing tactics. It fed social media custom audiences, properly placed Google search, and other platforms. We tightened up messaging, landing pages and employed heavy remarketing. We tracked and optimized, turning awareness and consideration into purchases.
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.
Some Other Opportunities We Recognized & Capitalized On:
- Lower ad rates due to less competition for impressions, searches and clicks.
- Less competition for attention overall.
- An audience spending more time online and in social media than ever.
The Result:
- 19% year over year sales.
- The most effective ad campaigns run in years.
- Easily the biggest year on record for Brian head Ski Resort.
The Rubber Band Effect (2021/2022 Ski Season):
2021/2022 was the first year that Notice U Marketing missed setting records for Brian Head Resort in 6 straight years of working for them. 
The rubber band effect of Covid: When the competition came back, they came back with a vengeance and were well funded. Also, people had quite a Pandemic Hangover.
- Brian Head cut ad budgets.
- Social Media advertising rates went up 30% across the board.
- Google click rates doubled.
- That audience that had been chained to their phones the year prior, were now back to work, and busy.
- All that free time was GONE and they were much more selective on where they spent their time and money.
The result was sales dropped. But even with these drops sales and visitor volume beat 2019/2020 (pre-Covid) numbers.
How is it to work with Notice U Marketing?
Our team has been at other agencies and none would go to the lengths we did for Brian Head Resort.
Let’s start with working all holidays and starting as early as 4 a.m. in the morning to solve problems. Brian Head kept us running calling us for anything. We were integrated into the team though we are 200 miles away.
Here's EverythiNG Brian Head Relied on us for:
Nothing stays the same even on a mountain in Utah. When marketing personnel left and new owners came in Notice U Marketing folded ourselves into their team too.
With Managers of different divisions (HR, Operations, F&B) calling us direct as needed, we built trail maps, menus, custom landing pages, and drove individual department messages home in social media. We managed the website and marketing efforts and kept up daily conversation with several members of the team.
We were responsive and quick. We were accurate and on time. When we needed to be on site, we showed up.
We consistently overcame challenges and we rarely adjusted fees.
In other words, if you’re reading this and you want a partner who cares about your goals, you found them!
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