When the Snow Melts: The Plunge of Guest Visits to Copper Mountain Ski Resort during Off-Season
Ray, Abigail C.
Savannah, Georgia: Savannah College of Art and Design
Thesis (M.F.A.) -- Advertising
Savannah College of Art and Design -- Department of Advertising
Includes bibliographical references (page 32).
"The idea for this thesis came while exploring Walt Disney World, a successful company that is continuously busy year-round. But the question that kept going through my mind is why can’t many vacation destinations do the same thing? For example, Copper Mountain Ski Resort, which is located 75 miles outside of Denver, Colorado, is an internationally known ski resort but during their off-season months of June to September, guest visitations plummet. So what will it take to get visitors to come back to Copper Mountain for their summer vacations? With the help of primary and secondary research, this thesis will explore the history, statistics, and marketing of previous seasons at Copper Mountain. As a result of the research, I will then build a new, year-round campaign that boosts guest visits during peak-season but during the off-season months as well."
Keywords: advertising, thesis, Copper Mountain Ski Resort, Savannah College of Arts and Design, branding, marketing, Copper Mountain, Colorado, parks, resorts
CHAIR: Bazil, Mark
PDF (32 pages): illustrations (chiefly color)
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