The challenge. A public authority operates four ski mountains and a set of legacy sport venues, marketing heritage, skiing and marquee events across one region. It competes with national resort groups that have bigger budgets, broader lodging and national pass products. The authority could not win on scale.
What we did. MSI The Agency, its media and consulting partner since 2024, runs digital media across all four mountains and the legacy venues on Facebook, display, search and YouTube. Passholder-based lookalike and exclusion audiences stretch every dollar. We target each venue by drive time, corridor and ZIP code instead of broad DMA buys, and time creative and flighting to peak booking windows. Unified reporting now shows revenue and media performance across every property.
The results. Web traffic held flat at 6.4M sessions while each session earned more. The gain was concentrated in the peak booking window.
- +$3.6M incremental revenue year over year (+28%)
- +11% revenue per session, on flat traffic
- $10.95 returned per $1 of media (iROAS, directional)
- +34% season pass revenue, year over year
- +306% events revenue, year over year
- +20% single-ticket revenue, year over year
November through August, year over year; reliable tracking begins November 2024. iROAS is a directional estimate, not a controlled test.
Capabilities: MSIActivate™ · Media Planning & Buying · Analytics & Attribution · Strategy & Planning