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ACRA sells summertime in Aspen

Naomi Havlen

The ski season ends Sunday, so there’s no time to waste when it comes to convincing travelers to visit Aspen this summer.

This year’s Aspen Chamber Resort Association summer marketing campaign is geared toward what is known as the “drive market” – people in Colorado, Texas and Arizona who might hop in their cars this summer and head to Aspen.

That’s why ACRA and its advertising agency, Boulder-based Sterling-Rice Group, developed print advertisements for three magazines within the drive markets. According to ACRA President Hana Pevny, ads will be placed in Phoenix Magazine, 5280 in Denver and Texas Monthly, because the demographics of the readers who subscribe to these publications match the demographics of people most likely to visit Aspen/Snowmass this summer.

For example, Texas Monthly readers have a median age of 46, a median income of $123,000 per year, 93 percent have graduated from college and they spend approximately $2,300 a year on domestic travel. Readers of 5280 have a median household income of $148,000, and 56 percent of the readers are females – an important statistic since market research has found that in most households, the destination of summer vacations is decided on by females.

As for the content of the advertisements, Pevny said the message will focus on the different experiences you can have in this area. Specifically, come to Aspen/Snowmass for the town and cultural activities, for the shopping and dining, for the adventure experiences, or for the rejuvenation in a place of serenity and beauty.

The four separate messages may not appear together in the same advertisement – the final appearance of the ads has not been finalized yet, Pevny said. The campaign will cost $81,000, money that comes from Aspen’s half-penny lodging tax.

Pevny said ACRA did go into the summer marketing campaign keeping in mind the Skico’s winter “Power of Four” campaign, which featured the company’s four mountains in promotional materials and a professionally-made ski film. After all, she said, Skico has many more marketing dollars to spend each year, and the “Power of Four” message they sent this last winter had a tremendous economic impact on the community.

“We want to be able to cross-sell our guests,” Pevny said. “There is some continuity in the messaging, and it’s a great way to portray the diversity of what Aspen has to offer.”

Naomi Havlen’s e-mail address is nhavlen@aspentimes.com


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