Situation & Challenge
Park City, Utah is a world-class ski and summer destination, recognized internationally in large part due to the Winter Olympics in 2002. While its international appeal has been very high, Park City faces more challenges in the form of global ski destination competition. This is evident in the luxury markets of the United Kingdom, Australia, Mexico, and Brazil, where conversion on social media content has been highly competitive.
Strategy
Herrmann Global worked with Park City on a global digital strategy that targets niche ski markets in the UK, Australia, Mexico, and Brazil. Because each market is different, we created six custom landing pages for each language to tell audiences the story of Park City in their native languages. This content is inspirational and informative, and the focus of each piece was set by market research. With a multilingual ad strategy in English, Spanish, and Portuguese, we were able to reach these markets directly via Facebook and Google. This approach to internationalized content allowed Park City to provide customized content that appeals to each market’s culture and vacation habits.
Results
- Increase of international reach by 400% for the winter market, year over year
- Lowest cost per click that has ever been achieved by Park City in the markets Mexico and Brazil, due to early travel planning promotions
- Increase of overnight visitation by these international markets of 6%
