Solution
To generate the amount of attention required to keep Stevens Pass top of mind among frequent and casual skiers and riders in the Seattle area, Frause devised a strategic editorial marketing campaign that sought to capitalize on every possible coverage opportunity for the Skykomish resort.
First, a new and comprehensive press kit was created with information tailored for local editors and freelance writers who would be targeted to visit and cover the popular ski mountain, located approximately an hour and a half from downtown Seattle.
In addition, consistent media relations activities were engaged during the summer to provide front-and-center exposure for Stevens Pass in all the special ski sections printed in early fall. During the season, Frause wrote a number of pitch letters and conducted aggressive media relations to encourage coverage of the mountain, facilities upgrades, terrain park features, the Stevens Pass Freeride team, and other newsworthy elements.
Outcomes/Results
The campaign resulted in the most media coverage ever for Harbor Properties and Stevens Pass, including several feature articles in the Seattle Times, Seattle Post-Intelligencer, Everett Herald and other daily newspapers; broadcast news coverage on special events and prime-time news-magazine features on the mountain; radio mentions and coverage in local college media, a key target audience for Stevens Pass.
APPROACH:
