Snowmass turns to billboards; tries drive-by marketing
June 29, 2010
ASPEN – For the first time ever, Snowmass Tourism is using billboards to get its message out.
The message: “Fridays start on Thursdays in Snowmass.”
Strategically placed billboards in the Denver area along with other Front Range marketing efforts are intended to reach the in-state market, according to Beth Albert, senior marketing and communications manager for Snowmass Tourism.
Of five billboards, one is digital, allowing it to be updated frequently. They all urge visitors to begin a weekend visit to Snowmass on Thursday, in time to catch the free weekly, summertime concerts on Fanny Hill, Albert explained. She spoke during a Snowmass marketing presentation to the Aspen Chamber Resort Association on Tuesday.
The digital billboard is located at Interstate 25 and Colorado Boulevard. The others are on South Broadway, West Mississippi, North Broadway and South Santa Fe. The advertising push began last week and extends into August on four of the billboards; the fifth will be in use from July 19 to Sept. 18.
The budget for the summertime billboard advertising is $32,000.
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Snowmass Tourism is also spending $26,000 on online marketing this summer, Albert said.
“We’ve never done anything like that before,” she said.