Are Ski Area Billboards Worth It?
Gregg Blanchard /
I remember in my junior year marketing class at Utah State, Dr Bartkus, a passionately disorganized man, lectured on the arguments for and against the use of billboards in an advertising campaign. Honestly, I don’t remember what he said, but since then I have used long drives to analyze and study billboards and brainstorm ideas on what I would do differently it that were my piece of interstate-side real estate and create my own arguments for and against.
Yesterday was one of those long drives. I decided to start adding up in my head how much cash I’d need to act on every one of the billboards I saw. Less than 15 minutes and $1+million later I was amazed by what I was seeing. I would own 7 houses, 8 cars, would have my house’s windows replaced 4 times, would take 14 days to arrive at my destination for all the hotels I’d stay at, and the list goes on.
And then, as if the heavens had parted, was a sign for Solitude Mountain Resort that read: “Kid’s ski free.” Talk about breaking through the clutter.
MONARCH MOUNTAIN
Earlier this week, Monarch posted a few pictures of their new Billboards on their Facebook page:
Colorful and simple, I happen to like these Billboards quite a bit. They draw attention, get one simple point across, and call it good. One of my favorite billboards on the New York Thruway during a long, city-less stretch between Syracuse and Albany. High on a hilltop reads “Wendys. Exit 36A.” That’s it. I have a sneaking suspicion they did it so drivers could actually read the words from the road, but can I really remember any more than that while I drive?
With all the clutter of homes, cars, hotels, gas stations, etc. that take up most of the Billboard scene (at least in Utah), seems like ski resorts might have a chance to really break through the clutter with a simple, visual, to the point message.
Thoughts?