But do you know exactly where they live, what activities they favor, and what websites they frequent?
You may not, but the Telluride Tourism Board has it dialed in to a granular level, thanks to a recent study produced by the customer segmentation firm IXI.
Yes, Telluride visitors are affluent, but beyond that, they fall into four main segments of the national market for tourism: Elite older couples, affluent families, prosperous suburbanites and younger singles and couples. Knowing who these folks are, where they live, what they like to do, when they do it, and how they make decisions about where to travel has been the foundation for building the Telluride Tourism Board’s summer marketing campaign, the board’s CEO Michael Martelon explained this week.
Perhaps not surprisingly, the target market is online a lot, so the campaign is heavy on banner ads on selected websites during those precise times when summer visitors are planning their vacations. Thanks to the degree of targeting, a message you might see in one city on a specific website during a particular month won’t be anywhere else.
All told, Martelon said, the campaign is projected to garner 36 million “impressions,” which is the number of times a “visit Telluride” message will be seen this summer by someone somewhere.
The message has likewise been developed from careful research.
This summer’s campaign consists of two broad messages: “Made in Telluride,” which is the foundation of the campaign and appears with “assets” ranging from a guitar pick to a mock U.S. Forest Service sign to an event ticket, depending on the particular ad’s message, and “Summer of Love,” which headlines most of the media.
The look of the media also gives emphasis to Telluride’s singular spirit of authenticity, Martelon said, with graphics rendered as if they were painted on a weathered wooden wall. Indeed, expect to see “Made in Telluride” painted on the wall of a central Telluride building soon.
While most of this summer’s campaign is digital, and will appear on websites ranging from newspaper sites in Houston, Dallas and Denver, and even Aspen and Vail, to ads on Pandora and Facebook, there is a limited amount of traditional media as well, including the annual Telluride Visitor’s Guide, ads in gondola cars encouraging people who are already here to consider returning for a different season, and, perhaps most spectacularly, a wall of selected messages slated to go across the walls of the Concourse B train station at Denver International Airport during the prime month of June.
Expressing confidence that the campaign has been well conceived and is scheduled for delivery, “We’re going to have a great summer,” Martelon predicted.
It’s a positive sign that Telluride came through what was a dismal winter in ski country generally down only about three percent, measured by hotel occupancy and skier days.