ACRA touts success of town marketing plan
September 4, 2003
The Aspen Chamber Resort Association will meet with the City Council on Tuesday to discuss the chamber’s marketing campaign.
ACRA’s marketing advisory committee met this week to discuss what will be presented to the council. According to ACRA President Hana Pevny, the results so far for 2003 have been “stellar and exceeded expectations.”
She said that some of the chamber’s signs of how effective the marketing campaign has been go hand in hand with travel trends nationwide. For example, according to the Travel Industry of America there has been a 25 percent increase in travel booked through the Internet over the last year.
In Aspen, that trend has been reflected in a 1,000 percent increase in visitors to the chamber Web site, Pevny said.
“That means that with our radio campaign on the Front Range or the ads we have on the Internet, people are paying attention and they’re acting on it,” she said. “If you’re on the highway and you hear one of our ads, it says to find out more information, log on to aspenchamber.org. People are hearing that message, and they’re aware of our product.”
Another point Pevny said is important to the current status of the marketing campaign is the amount of ad “equivalency” the town has received in the past few months. She cited articles in magazines like Sunset and Travel and Leisure.
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To date the chamber has spent $60,000 on public relations efforts with the media, and Pevny said they’ve received $2.4 million worth of coverage as a result.
ACRA’s marketing fund comes from a 1 percent lodging tax. The tax revenue is split 50-50 between valley transportation and the chamber. Pevny said the group won’t know about next year’s marketing efforts for a while, depending on factors such as the economy and flight commitments from United in and out of the Aspen airport.
[Naomi Havlen’s e-mail address is firstname.lastname@example.org]