November, 2009
Vail Resorts reduced 80% of it’s traditional print budget this year in an attempt to develop a more real-time social marketing campaign. Traditional print ads for magazines require a 6-month advanced commitment in which time the landscape of the economy and other purchasing factors could easily be subject to change. Since the majority of Vail Resorts’ customers booked vacations only two weeks in advance, it made sense to pursue a more immediate social media vehicle to voice their message.