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Park City: My Park City Story

Campaign

My Park City Story

Client

Park City

Target Audience

Australian and New Zealand skiers

The Brief

To raise the profile of Park City as a premier snow destination amongst Australian and New Zealand skiers, whilst also increasing owned content and capturing a comprehensive consumer database.

Idea:

GTI recruited Rachael Oakes-Ash, Australia’s leading ski journalist and social media influencer, to experience Park City first hand, blog about her visit and create inspiring photography and video footage.

Rachael’s content was shared via her personal social media platforms, which reach over 23,000 Australian skiers and snowboarders, and via Park City and partner platforms to echo the messaging and create further reach.

The second phase of the campaign included a competition element to capture consumer data. An online advertising campaign targeting Park City’s key demographics drove consumers to enter the competition on the Park City website. Content created by Rachael was used throughout the campaign to inspire consumers to click through and enter their details for the chance to win a trip to Park City.

The third phase of the campaign involved retargeting those who entered the competition with early-bird offers from wholesale partners, encouraging them to convert their interest into booking a Park City holiday.


The Results

Rachael Oakes-Ash delivered over and above the agreed ROI:

  • 18 high-resolution images
  • 30 minutes of raw video footage
  • 40 Instagram posts
  • Three video posts
  • Seven blog posts
  • Facebook posts promoting the campaign reached over 200,000
  • Instagram posts promoting the campaign received over 2,500 likes
  • 15,377 visits to the visitparkcity.com/Australia landing page
  • 6,703 entries into the ‘win a trip’ competition
  • 6 million + total campaign reach

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Sydney
10 Boronia St, Redfern 
+61 2 8077 3555

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Auckland
+64 2 1068 1219

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© 2019 GTI - Global Tourism Innovation, All Rights Reserved
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Sections
  • Trade Representation
  • Marketing
  • Public Relations
  • Content Marketing
  • Social Media
  • Business Events Marketing
GTI
  • Who We Are
  • Our Clients
  • Contact
  • Privacy Policy
LATEST CAMPAIGNS
  • LATAM Airlines: The Flavours Of South America
  • New Caledonia Tourism: The Bachelor Finale Partnership
IN THE MEDIA

National Tourism Service of Chile appoints GTI to its PR account

GTI General Manager Georgia Gregerson to present at 2020 TravMedia Summit

OFFICES

Australia
Sydney
10 Boronia St, Redfern 
+61 2 8077 3555

New Zealand
Auckland
+64 2 1068 1219

BRIEF US

Got a project or campaign in mind?
We'd love to chat!

Get in touch


© 2019 GTI - Global Tourism Innovation, All Rights Reserved

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