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I love Deer Valley’s continued efforts to build stoke for their new terrain.

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GREGG
BLANCHARD
   

Almost exactly a year ago I was writing about how much I loved the effort and attention Deer Valley was putting behind the storytelling for their Expanded Excellence expansion. The topic then was a really savvy PR push backed by a separate, beautiful website they’d created to have a dedicated place for telling this story.

screenshot of deer valley website

At the time I wondered how much they would push between that initial announcement and the eventual opening of their expansion.

I’ve seen a bunch of continued efforts since then, but one thing that I’ve loved the most is how they’ve been giving media and influencers sneak peeks at the new terrain. Take this example from Lucas Catania, a Utah-based freelance photographer.

There are three things I love about this.

First, is the scale of reach. While giving anyone an exclusive experience will almost certainly lead to them telling their community about it, Lucas’s community is a cool 70,000 subscribers on YouTube and another 21,000 on Instagram. I’m not sure who else was in the group but you’d have to imagine he’s not the only one with a little bit of…what’s the word…influence?

Second, the quality of his coverage. Lucas is a professional. So not only will he share a great story with a lot of people, he’ll be sharing beautiful visuals that put the expansion in a great light. There may be folks in Utah with more influence, but few are going to give you a better visual than a professional photographer.

Third, they’re building their asset library along the way. I really admire marketers who can be really proactive with gathering assets and Ryan from Deer Valley is a great example of this. As you’ll hear in Lucas’ video, Ryan layered onto this exclusive access a plan to gather some footage and visuals for his own library as well. This is going to come in really handy as the grand opening approaches.

Which, it turns out, is much sooner than we all expected.

I love what the team at Deer Valley is doing. They opportunity will never come around again and it’s the most important, significant story in the Utah ski industry right. They’re putting in the work to be sure that story is told a loudly, widely, and well as possible.


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.

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