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Putting skiers’ names up in lights.

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Sunlight’s new Sunny 700 lift ticket (a $700 lift ticket that comes with a pair of skis marketed as “the most expensive lift ticket in the country”) is brilliant for a lot of reasons. Their execution on the idea was also incredibly savvy.

But now one simple follow up to this whole concept has me as excited as the idea itself.

Because at least some of the time someone buys one of these passes, this happens:

Just like you and me, these two skiers are humans.

Humans that love to feel lots of things, but among the most universal is the feeling of importance. Of significance.

And that’s exactly what this does. I’ve often called this the “name up in light” concept. Where when you reciprocate the love and use your reach to put a guest on a pedestal…

…they have a funny way of noticing, appreciating, and sharing that mention.

In one simple act of gratitude the resort’s relationship with the skier (and their friends and family) are strengthened.

When people do something you appreciate, sometimes the most savvy marketing move you can make is to publicly tell them thank you.

Great work, Sunlight.

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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