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Market the Job, Market the Mountain? Resort Content Focuses on Employees

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A resort has a complex tale to tell. A story of snowmakers, groomers, dishwashers, lifties, and three dozen other titles who act like cogs in the machine of ski resort operations.

While we occasionally get a glimpse behind the scenes when you share a triple-chair ride with a ski patroller or pass-scanner when the lift stops for a newbie’s unsuccessful dismount, I think there is a lot of value in using the stories of employees to tell the stories of the mountain.

Video is a great medium, which is exactly what Vail Resorts, Keystone, and Copper Mountain have done.

Learning about the guys and gals that make skiing work may help guests feel a bit more connected to your brand, especially if the face they see in the video is “that girl who taught your lesson, Johnny” or “that patroller who helped us find some good turns when Blanchard Bowl was closed.”

Good stories and good reflections on the brand. I like it.

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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