There’s a funny thing that happens to us marketers after we say something. We know we want to be consistent, we know it takes multiple touchpoints before someone acts, we know we’ve got a calendar to fill, we know that only a fraction of our audience ever sees or consumes any given message, but we tend to give repetition a wide-berth.

At a time when hammering key messages may be exactly what we need, we balk.

We look for something new. Different.

Speaking from experience, it’s a habit that’s easy to fall into and can be tough to break. But the answer, at least from the times it’s happened to me, is exactly what Whistler has done.

New Suspension Bridge
The context for this lesson from Whistler is their new suspension bridge. They had some nice coverage of it being built:

Sneak peak at the suspension bridge. Would you walk this, let alone build it? | P: Mitch Winton | #FindYourSpace pic.twitter.com/xxRDbDMFbG

— Whistler Blackcomb (@WhistlerBlckcmb) June 12, 2018

And an awesome video to announce it’s completion:

The journey across the new suspension bridge on Whistler Peak. #axismountaintechnical pic.twitter.com/BtrQSOcTKH

— Whistler Blackcomb (@WhistlerBlckcmb) June 27, 2018

Once it’s open, however, and the story changes less from day-to-day, that temptation creeps in to just “give it a rest” or talk about mountain biking instead because you’ve “already said that.”

But they didn’t.

You don’t need lightsabers to be a skywalker. | @wintonphotos via @coastmtnphoto | #FindYourSpace #suspensionbridge #whistlerblackcomb #whistler #explorecanada

A post shared by Whistler Blackcomb (@whistlerblackcomb) on Jul 5, 2018 at 10:38am PDT

You need to come see this view for yourself. | @wintonphotos via @coastmtnphoto | #FindYourSpace #suspensionbridge #whistlerblackcomb #explorecanada #adventureanywhere

A post shared by Whistler Blackcomb (@whistlerblackcomb) on Jul 12, 2018 at 1:57pm PDT

Don’t look down. | @chr.sro | #FindYourSpace #suspensionbridge #whistlerblackcomb #explorecanada #hellobc

A post shared by Whistler Blackcomb (@whistlerblackcomb) on Jul 16, 2018 at 9:08am PDT

All the way | @wintonphotos via @coastmtnphoto | #FindYourSpace #suspensionbridge #whistlerblackcomb #alpine #explorecanada

A post shared by Whistler Blackcomb (@whistlerblackcomb) on Jul 25, 2018 at 8:50am PDT

Feel like a super hero. | @wintonphotos via @coastmtnphoto | #FindYourSpace #suspensionbridge #adventureanywhere #whistlerblackcomb #mountainphotography

A post shared by Whistler Blackcomb (@whistlerblackcomb) on Jul 29, 2018 at 12:03pm PDT

In fact, since they finished the bridge in late June, more than 1-in-5 Instagram photos have included the bridge. When you consider the breadth of Whistler’s activities, that’s a huge number.

But also notice that no caption or photo was every used twice.

Same story, different angle.

Don’t Stop
Sometimes you’re always going to have something new to talk about that supports your core message.

Other times, however, you won’t.

In those cases, repetition isn’t just okay, it’s exactly what is needed. Use new photos, says things a little different. Slow down your pace a little, perhaps, but don’t stop.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.