Ski Lake Tahoe, a marketing consortium consisting of the seven largest resorts around Lake Tahoe, was created in 1975. At its inception, Ski Lake Tahoe promoted its resorts with the goal to increase visits to the resorts as well as the destination. Despite early efforts, focused primarily on local and regional markets, Lake Tahoe was still missing from the consumer's top ski destination consideration set. Decaying market share made it clear that change was needed.
When SMG took over the account in 1995, it improved efforts by developing a comprehensive strategic marketing plan to define national target markets and a tactical marketing program designed to increase market share.
The competitive playing field was redefined by focusing on resort areas instead of entire states, i.e., Aspen/Snowmass vs. Colorado and Park City vs. Utah; and by emphasizing the destination’s key attributes - more snow, more ski resorts and terrain, the scenic beauty of North America’s largest alpine lake and unmatched entertainment and nightlife.
To reposition the destination, SMG expanded the Ski Lake Tahoe national media plan, developed a very effective website, implemented a comprehensive national public relations campaign, increased efforts to support the Reno-Tahoe International Airport, and launched cooperative marketing efforts in specific foreign markets. It also added a booking engine in late 2006 designed to encourage visitors to book a trip directly. This has achieved the dual objectives of generating a direct conversion measurement as well as improving the website’s overall usability by providing a streamlined method of booking a trip.
In order to fulfill the strategic objectives, SMG has been involved in Ski Lake Tahoe on a daily basis, responsible for overseeing all elements of the organization including budget, media planning, web site, measurement/ tracking and ensuring that branding efforts are on target.
Since 1995, Ski Lake Tahoe’s redirected efforts have yielded several strategic benefits for the Ski Lake Tahoe resorts as well as the destination, including:
- Increased awareness of and interest in Lake Tahoe as a winter destination and the Ski Lake Tahoe resorts both nationally and internationally.
- According to Ski and Skiing Magazine advertising awareness studies, Lake Tahoe is now considered one of the top ski/snowboard destinations in the U.S.
- Since 1993, skier days to the Ski Lake Tahoe resorts have increased 23% resulting in record breaking levels.
- User sessions to the Ski Lake Tahoe website have increased 3200% since 2000/2001. It is now perceived as the official winter sports website for the region.
- Since October 2002, the Ski Lake Tahoe email database has increased over 700%.
- Ski Lake Tahoe has consistent top-four ranking for its keywords and keyword phrases in the most popular search engines.
