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Content Marketing (All)
Another solid video campaign from Park City’s summer marketing efforts.

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Park City has always impressed me with their video marketing efforts.

When one amazing video guy leaves, they manage to find another…and another. If there’s one brand you can count on pushing out consistently high quality videos, it’s Park City.

But more than that is the strategy that drives their campaigns which, in many ways, is even better.

And part of the reason for that is what I highlighted last week when I talked about their “Doggy Vision” video. And, specifically, how reusable that was.

“This is content Park City could use over and over and over each year. Need something to tweet in late June? Share this. Need something to include in that email promo about summer events? Link to this. Need something for the website to promote holiday weekends? Use this.”

Real-time content is vital in skiing.

But so is evergreen content that beautifully tells the story of a specific aspect of your experience in a way that isn’t tied to dates or years. It can be used and reused for years without requiring any additional time to create new content.

Summer Acitivity Lineup
And that’s exactly the thing I love about this summer video series.

It starts with a trailer.

And then moves into individual, < 1:00 videos that highlight each of their key activities.

Again, each is beautifully made and highlight normal people doing real activities in a context that doesn’t become irrelevant a year from now.

I love this approach and the library Park City has created for themselves that every channel – email, social, web, etc. – can pull from to tie the power of visual content to the message they’re trying to convey.

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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