The other day, I’m writing some copy and found myself stuck when trying to type words “sneak peek” in my second paragraph.

A lot of humans (myself very much included) struggle with those combinations of words. They sound alike but some use “ee” instead of “ea” or “ea” instead of “ee”. English, it turns out, is a pretty horrific language when it comes to what should be simple phonetics.

Which is a challenge if the name of your resort is, say, Peek’n Peak.

In fact, when I wrote the title for this post, I misspelled it. A tough situation to be in if, say, you’d like folks to be able to type your URL and head to your website.

Options
In such a situation, you’ve got a few options. The first one an overambitious marketer might turn to would be a rebrand. But Peek’n Peak is a well-known brand that’s easy to say, easy to remember, and carries a ton of equity.

So they did something different. Something much smarter.

Last Call! The Peak 5 is only available until 12/15/19.
Snag a bundle of five lift passes for the price of four.
Buy yours before it's too late! ➡️ https://t.co/bXo6GEXi63 pic.twitter.com/XQZ5CMSwSn

— Peek'n Peak Resort (@peeknpeak) December 6, 2019

Notice their solution in that tweet? It’s based on a simple idea.

One of the only time it really makes a meaning full difference whether they spell it right or not, is when they’re trying to get to Peek’n Peak’s website.

So what did they do? They took out the points of confusion – “ea” and “ee” – so the URL to their website is simply:
https://www.pknpk.com/

Smart
It’s such a small thing, but it’s also such a smart thing. And a really clever solution to a challenge that didn’t exist when the resort first opened in 1964.

I’m not 100% sure whether they did this back when they first got on the web or it’s a recent change, but whenever it happened and whoever came up with the idea, I tip my hat to them.

Very well played.

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.