There's just something about skiing hard all morning and refueling yourself with a hot meal at lunch time. And whether it's chili, pizza, tacos, a French dip or just a good old fashioned hamburger and fries, beef is usually in the mix. So, not a big surprise last season when the Colorado Beef Council (CBC), in their efforts to keep beef top of mind with consumers, reached out to Alpine Media to discuss a digital ad campaign. A campaign that would not only resonate with resort guests but trigger a call to action via a well crafted and integrated promotion of the "Off the Rails" burger available at Winter Park Resort.
"We wanted to keep beef the number one choice on the menu to help skiers refuel their day," said Tami Arnold, Dir. of Marketing for CBC. "Beef is packed with protein, so fueling up with a burger before heading back out on the slopes became the obvious choice for us to promote to the skiers on the mountain.”
Alpine Media Technology (AMT) delivers digital brand messaging across its All Mountain Platform better known as AMP. AMP engages viewers with real time, on mountain information along with embedded video ads. This content loop, aimed at informing and guiding resort guests, is accessible across digital displays strategically located in high traffic areas. From the lodges, both indoor and outdoor, base of the gondola, to even the chairlift, skiers and riders have access to information to help maximize their time on the mountain.
"I never really know what I want for lunch until I'm standing in line at the cafeteria or frantically scanning the menu just about to order," said a local skier Carl Lee. “For me, a little nudge never hurts, and the Off the Rails Burger ad caught my eye. Ha, it actually worked."
We enjoy delivering the coverage and frequency our ad partners desire, said AMT’s Dir. of Sales Nick Haggard. “We are excited to have them back again this year, adjusting the creative to fit a more “Grab & Go” strategy.”
Not many platforms that can serve up your digital ad on a chairlift above 12,000 ft all while you're searching for your next groomer on a digital trail map. The 8 minute loop has space for only about 12 brands for the entire season.
“We want to ensure optimal levels of frequency and share of voice (SOV) for our brand partners,” explained Haggard. “As the only platform of its kind in the world, we remain accessible for most all brand categories but exclusive in terms of availability.”
As the demand for enhanced guest communication grows we continue to attract both new resort partners and ad partners,” said CEO Freddie Peyerl. “Resort bus shuttle companies have recently reached out to us with their desire to digitally communicate to their passengers.”
With over 600 screens across just Colorado resorts and resort partners spanning from CA to MA, look for Alpine Media coming to a resort near you. For more information contact Nick Haggard at firstname.lastname@example.org
Alpine Media Technology created the All Mountain Platform (AMP), the premium guest communication system for ski resorts and ski towns world-wide. With a centralized, web-based Command Center, resort operators can deliver real-time, relevant content via digital screens across the entire resort. From the lodges, chairlifts and gondolas, as well as via mobile app, skiers and riders have access to the information they need to maximize their time both on and off the mountain while advertisers have a platform to reach an affluent and active audience.
The Colorado Beef Council (CBC) manages demand building programs for Colorado’s $3.4 Billion beef industry. CBC operates under the guidance of its Board of Directors who are appointed by the Governor of the state of Colorado and represent the producer, feeder, dairy, marketer, distributor, and processor segments of the industry. Funded by the $1 per head beef checkoff assessment on all cattle sold in the state, CBC retains half of each dollar collected for state level programs and forwards the other half to the Cattlemen’s Beef Board (CBB) for national level programs. USDA-Ag Marketing Service provides oversight for all CBB and CBC programs, services, and business activities. Click here to learn more.