ski vacations


Posted on December 22nd, by Jay Murphy No Comments

Just in Time Media

Interesting talk by Bob Katz, CEO of Vail Resorts (http://adage.com/brightcove/lineup.php?lineup=18982295001&title=52412902001).  He discusses how the lead time for ski vacation bookings has been reduced from 6 to 9 months in advance to as little as 3 to 4 weeks in advance.  This in turn has led to a change in media buying.  Instead of committing to long lead time print campaigns, Vail Resorts has instead of spending 80% of their budget by early December; they have 80% of their budget ready to commit to online spending to target the new decision cycle for vacation rentals.  The result is a shortened time cycle for weekly messaging – in social media, display advertising and search engine marketing.  Read More



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