Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?From December 2021 through April 2022, Select Aperitivo activated Select Slopeside, a pop-up hosted at W Aspen and Viceroy Snowmass in Aspen, Colorado, and Urban Cowboy’s The Lodge in Upstate New York, created in partnership with PR partners, Rachel Harrison Communications (RHC). The goal was to make the Select Spritz THE drink of the aprés ski scene in these two key markets, driving consumer awareness for the brand as a whole and cementing it as a lifestyle product for a certain clientele and demographic. RHC was tasked with hosting three separate press trips to each property to raise brand awareness and create a unique après ski experience with top-tier media and tastemakers. The press trips allowed each media to interact with the activation firsthand, trying the Select Spritz and seeing how it's luxurious taste and flavor make for an unmatched ski celebration moment. The activations were open to the public for the entire ski season -- which mean the goal was for Aspen locals and incoming tourists alike to be exposed to Select and hopefully become lifelong supporters of the product. Another goal was to establish Select as the leading aperitivo in the category - competing with big name brands such as Aperol and Campari.

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)Over the course of the activation, RHC secured 137 million+ impressions in top-tier outlets such as Glamour, ELLE, Architectural Digest, The Zoe Report, VinePair, Wine Enthusiast and more. The coverage spanned lifestyle, food, beverage and travel publications. The activation also secured over 1 million+ social media impressions from those attending the activation and experiencing the pop-up firsthand. For the entire winter season at all three properties, W Aspen, Viceroy Snowmass and Urban Cowboy's The Lodge, people were entertained with live music, Instagrammable photo stations, and the refreshing taste of Select Aperitivo, for an unmatched après ski celebration. Through the strategic partnerships with iconic hotels in both regions, we were able to coordinate category exclusivity for Select Aperitivo - removing big brands such as Aperol from the back bar for the duration of the pop-up - which drove sales for the product in all three of the properties.

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?In total, our budget was $100,000 for the entire campaign. The RHC team was able to keep costs just under the target budget for the three month activation. The return on investment was the steady flow of press that drove brand awareness, increased visibility in the market and drove sales for direct accounts in both Aspen and New York.

Objective(s): What problems did the sales, marketing & guest satisfaction, or revenue optimization technology aim to solve?

Innovative use of technology: The extent to which new directions are charted or old challenges are resolved by using the technology in a new way.

Implementation & creativity: How was the technology implemented so that it was easy to use, solved a manpower problem, streamlined a function, or fueled recovery?

Results & Evaluation: How did the technology move the department or business forward to achieve goals, revenue or otherwise?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your marketing?

Initiatives: Describe the promotion. What was your organization’s message and how does it foster diversity? How was the target audience channel developed/pursued?

Results: Please describe how your organization was purposeful in advancing diversity through this initiative. Please describe the metrics you used to judge success. What were the forecasted and actual outcomes described in your Key Performance Indicators (KPI)? What impact did the initiative have on your organization and for your customers?

Entry TitleSelect Slopeside

DivisionPublic Relations/Communications - MARKETING PROGRAM - Consumer

CategoryPublic Relations/Communications