Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Teton Mountain Lodge, a luxury ski-in, ski-out hotel in Jackson Hole, Wyoming, offers a world-class winter experience, from skiing and snowboarding to intimate wildlife safaris. While the property provides a wealth of activities for non-skiers—such as sleigh rides, horseback riding, a luxury spa, dog sledding, snowshoeing, and snow tubing—past winter advertising campaigns predominantly focused on downhill skiing and snowboarding. This year, we revamped our strategy by dividing our Brand PPC, Non-Brand PPC, and Paid Social ads into two distinct audience segments.
The first audience targeted avid skiers and snowboarders, with PPC and social ads showcasing Jackson Hole’s renowned ski resort, deep powder, and 500 skiable acres. Visuals featured skiers and snowboarders, while layered audience and income targeting ensured we reached users passionate about extreme skiing and snowboarding.
The second audience segment was aimed at non-skiers or those no longer able to ski, highlighting the property's wide range of non-skiing activities. Ads focused on snowshoeing, horseback riding, après-ski experiences, and the luxury spa, with corresponding imagery to appeal to these interests. Our goal was to attract travelers who enjoy the ski resort experience without necessarily participating in skiing and to show companions of skiers that Teton Mountain Lodge offers much more than just slopes.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
Our social media campaign delivered outstanding results. Compared to the previous year, the prospecting campaign saw a 110% increase in click-through-rate. While the cost-per-click increased by 27% due to highly focused targeting, the CPC remained low at $0.23. In the remarketing campaign, CTR surged by 39%, and CPC decreased by 2%. Most notably, Teton Mountain Lodge saw no bookings in 2023 during the same period, but this year the campaign achieved a remarkable 19:1 return on ad spend, driving nearly $140K in revenue over three months. Ads highlighting non-skiing activities performed especially well, achieving higher CTR and landing page views than skiing-focused ads.
Our PPC campaign also yielded significant success, with bookings up by 88% year-over-year and revenue increasing by 57%. We applied the same audience segmentation for users interested in skiing versus other winter activities.
Additionally, the strategy boosted website engagement. YoY visits to the ski and snowboard pages increased by 128%, while visits to the winter activities page rose by 42%.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
The paid social campaign generated an extraordinary 19:1 ROAS, a stark contrast to the previous year, which saw no bookings during the same period. Our PPC efforts delivered an overall ROAS of 17:1, with Unbranded PPC achieving an unprecedented 30:1 ROAS.
Entry Title
A Winter Experience for All: Teton Mountain Lodge Ski vs Activity Digital Campaign
Division
Digital - Social Media Campaign