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JUN E 2015
MFA END OF SEASON REPORT FOR SKI UTAH JUNE 4, 2015
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JUN E 2015
GOAL
To maximize Utah’s presence as a top-tier ski destination in the domestic market.
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JUN E 2015
STRATEGIES •
Garner media coverage through proactive, in-depth pitching
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Secure top-tier media for FAM trips and coordinate individual media visits to Utah
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Facilitate deskside appointments in four key markets
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Host two large NYC media events
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Revamp Ski Utah’s target media list
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JUN E 2015
ESSENTIAL TACTICS •
DATABASE CREATION Comprehensive media lists to correspond with Ski Utah’s many facets, including regional and national outlets in print, broadcast and internet, as well as bloggers and social media influencers
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ARSENAL DEVELOPMENT Photo and video asset management, fact sheets, online media room, pitching letters, etc.
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PRESS RELEASE DISTRIBUTION SCHEDULE Distributing monthly themed releases, written by Mfa, would showcase the breadth of Ski Utah’s offerings, while simultaneously ensuring that media are not bombarded with too many press releases.
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FEATURE-DRIVEN MEDIA RELATIONS Proactive, aggressive and strategic communications with media to generate positive feedback that yields results
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CAPITALIZING ON MEDIA TRAVELING TO UTAH Taking advantage of media trips to Utah for events, conferences, trade shows, to arrange for them to experience Ski Utah’s distinctive assets
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JUN E 2015
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MEDIA TOURS In Los Angeles, Boston, San Francisco, Dallas and Houston, various teams of resort representatives met with approximately 30 journalists covering travel, culinary, lifestyle, and hospitality to discuss updates to the resorts in the 2014 winter season, highlight special offers and winter events, reinforce Utah’s all-around accessibility and perfect snow conditions, and explain the One Wasatch concept.
Los Angeles
The teams met with journalists representing the Los Angeles Times, Robb Report, USA Today, The Ski Channel, Johnny Jet, LA Parent Magazine, TravelingMom, MiniTime, Men’s Fitness, Peter Greenberg, Gayot and Wandermelon.
San Francisco
The teams met with journalists representing Women’s Health, San Francisco Chronicle, Men’s Health, Fitness, VIA Magazine, AAA Magazine, UrbanDaddy SF, 7x7 Magazine, AFAR, and Thrillist.
Texas: Dallas and Houston
The teams met with journalists representing KDFW-TV Fox Dallas, TravelLady.com, Dallas/Fort Worth Lifestyles, About.com, Dallas Morning News, Modern Luxury Dallas, EscapeHatchDallas, Yellow Magazine, Fox Sports Dallas, Inside Entertainment, the Houston Chronicle, Sierra, Outside Magazine, Garden & Gun, US Airways Magazine, Vacations Magazine, and WHERE Dallas.
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JUN E 2015
MEDIA EVENTS In an effort to maximize Ski Utah’s face time with media, Mfa organized three events in two key target markets: New York City and Boston. The team invited media to a cocktail party at the NoMad Hotel in NYC on October 7, where more than 50 top-tier editors mingled with representatives from the resorts and learned about the bevy of properties with perfect snow conditions in Utah. The following day, 16 journalists attended a more intimate lunch at NYC’s Costata to get more one-on-one time with Ski Utah. Mfa then facilitated a second media reception on October 9, at Tico in downtown Boston, where resort representatives had the opportunity to speak with local editors and meteorologists about updates to their properties, the One Wasatch concept, and more. The New York events featured specialty cocktails made with Park City’s very own High West Distillery whiskey while the Boston event allowed guests to sample Squatters’ line of craft brews. Guests left all three events engaged with the latest information about the upcoming ski season and a complete media kit with this year’s Ski Utah magazine and everyone’s contact details.
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JUN E 2015
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GROUP MEDIA TRIPS Mfa facilitated four media group trips for a total of 17 editors representing a wide array of print and online publications in key markets. The themed trips represented the key tenets of Ski Utah’s offerings including travel, culinary, luxury and more, highlighting the accessibility of each resort and the Greatest Snow on Earth. Girlfriend Getaway (3/9-3/13)
Indulge (2/23-2/27)
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Mimi Slawoff - LA Parent Magazine Kelly O'Reilly - Cool Hunting Dawn Paul - Houston Style Magazine Mackenzie Lobby - Outside Online, Runner's World and Men's Health
Ben Davidson – Diablo, Marin Jill Fergus - Car & Travel Magazine Alessandra Bulow - F&W, Epicurious, Maxim, Southwest: The Magazine Rebecca Rhoades - AAA Mid-Atlantic
Intro to Utah (1/12-1/16)
Long Weekend Getaway (1/28-2/1)
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Megan Barber - Curbed Ski Grant Marek - Thrillist Michael Woodsmall - The Inertia Esteban Martinez - Thrillist Aleisha Fetters - Men’s Health, Women’s Health, Fitness, Refinery29
Michael Easter - Men's Health Leta Shy - PopSugar Steve Mazzucchi - Made Man Katie O'Donnell - Westchester Magazine
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JUN E 2015
INDIVIDUAL MEDIA TRIPS In addition to securing media for the group media trips, Mfa also coordinated for top editors and freelance writers to experience Utah on an individual trip this past winter. After carefully vetting the journalists and their assignment, Mfa liaised with Ski Utah to coordinate their itinerary, including lodging and on-site activities.
Journalists • Matt McCue, Delta Sky • Mary Ann Potts, National Geographic Traveler • Brandon Perlman, Departures/Town & Country • Terry Ward, Fort Lauderdale Magazine • Bill Fink, San Francisco Chronicle and Yahoo! Travel • Amanda Shapin, Shapin’ Up • Tom Samiljan, Travel + Leisure
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MEDIA COVERAGE
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JUN E 2015
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UPCOMING MEDIA COVERAGE
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JUN E 2015
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JUN E 2015
RESULTS •
Media coverage across key target markets with a circulation of more than 15 million
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Secured opportunities for resort representatives to meet with 100+ top tier media through media events and media tours
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Facilitated visits to Utah for more than 25 prolific travel, lifestyle, ski, health + wellness, and culinary writers
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More than 10 stories currently in the works and slated to come out just in time for Winter 2015-2016
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LOOKING AHEAD •
Summer media tours in key markets (Southern California, the Pacific Northwest, Atlanta, Washington, DC, New York City and Chicago)
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New venue and format for NYC cocktail reception and luncheon, bringing Utah to the Big Apple
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Outreach efforts to focus on Travel + Leisure, Condé Nast Traveler, Parents, American Way, Delta Sky, AFAR, Details, Esquire, GQ, National Geographic Traveler, Departures, AP, Popular Mechanics
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New themes for group media trips including après ski experience, fitness + action, luxury/ food and drink, and a revamped Girlfriend Getaway
JUN E 2015
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