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Inspiration
What the ski industry could learn from The Masters…branding.

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GREGG
BLANCHARD
       

More than a dozen times in the last 6-7 years I’ve talked about one principle over and over and over.

First I’ll bring up the value of guests starting vacations “streaks” – traditions – for coming to your resort.

chart of vacation streak return rate

And then I’ll ask you to ponder a question like:

“How much or your marketing gets people closer to starting streaks or traditions like this?”

But as I round out a quick three-pack of posts about The Masters today, let me share one such example.

In this case, they’ve baked this message right into their tagline. Remember that gift shop I mentioned yesterday? Here’s what a rack of the shirts look like in that shop.

The phrase, coined by TV analyst and host Jim Nantz more than 30 years ago, describe The Masters experience so well that the organization eventually trademarked the phrase a few years ago.

If loyalty and family traditions are your goal, is it too farfetched to consider a tagline like:

  • Vermont families favorite tradition
  • Family traditions begin here
  • A winter tradition every family can enjoy

While The Masters was The Masters before the tagline existed, it’s also helped give clear, succinct, eloquent meaning to what this tournament has become and what they want it to continue to be in the lives of the people who love it.


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