Blue Mountain

Challenge

  • To create awareness of Blue Mountain as a premier Canadian resort and develop a permission database of prospective resort property timeshare purchasers.

Solution

  • Develop “Dreams Come Blue” contest in 2 phases
  • First phase attracts target audience and builds permission database which segments and profiles subscribers
  • Second phase develops relationship with subscriber base for period of 8 months
  • Include refer-a-friend viral marketing component
Results
  • Total contest entrants exceeded 4,100
  • 30% entered through refer-a-friend component
  • 15% indicated that they own vacation property