Resort Uses Interactive Data to Offer Guests Exclusive Experiences,
Recommendations
INDIANAPOLIS--(BUSINESS WIRE)--
Vail
Resorts (NYSE:MTN), the world's premier mountain resort company, is
connecting with skiers on and off the slopes to increase repeat visits
with a new digital marketing campaign powered by the ExactTarget
Marketing Cloud, from salesforce.com (NYSE:CRM).
Building on previous years' success, Vail Resorts again launched its
annual EpicMix campaign in November 2013, enabling skiers with RFID
embedded lift passes to track on-slope activity and trigger real-time
emails with personalized skiing results, including vertical feet skied,
virtual pins earned, on mountain photos and race results.
"Today's population is the most connected in history, creating a
tremendous opportunity for connected experiences that build
relationships and drive business results," said Scott Dorsey, chief
executive officer, ExactTarget Marketing Cloud. "With the
ExactTarget Marketing Cloud, Vail Resorts is connecting with their
customers in entirely new ways to deliver a phenomenal customer
experience."
Available through the EpicMix portal, Vail Resorts guests can track
their skiing times and virtually race against Olympic Gold Medalist
Lindsey Vonn. The campaign also enables skiers to track vertical feet
skied, lift check-ins, points and virtual pins earned, ski school
progression and share photos from ski trips directly to social media -
and monitor all activity through real-time email alerts.
Since first piloting the campaign in 2010, Vail Resorts has increased
email open and click rates by more than 50 percent with ExactTarget
Marketing Cloud. Vail Resorts also sends real-time snow condition
updates and personalized pre-arrival emails, providing skiers with
travel alerts and destination information.
"Before using ExactTarget Marketing Cloud, our team was not able to
provide the personalization, engagement and compelling content, and
real-time delivery that our guests have come to rely on," said Lindsay
Haller, senior CRM manager for Vail Resorts. "ExactTarget Marketing
Cloud helps us achieve our mission to provide guests with the experience
of a lifetime."
Vail Resorts' success follows the launch of the ExactTarget Marketing
Cloud's 2014 State of Marketing. Based on a survey of more than 2,500
marketers globally, the study found the top five areas for increased
spending are data and analytics (61%), marketing automation (60%), email
marketing (58%), social media marketing (57%) and content management
(57%). To download a complimentary copy of the study, click here.
About ExactTarget
The ExactTarget Marketing Cloud from salesforce.com (NYSE:
CRM) is the leading 1:1 digital marketing platform, connecting companies
with customers in entirely new ways. Learn more at www.ExactTarget.com.
About Vail Resorts, Inc.
Vail Resorts, Inc., through its subsidiaries, is the leading mountain
resort operator in the United States. The Company's subsidiaries operate
the mountain resorts of Vail, Beaver Creek, Breckenridge and Keystone in
Colorado; Heavenly, Northstar and Kirkwood in the Lake Tahoe area of
California and Nevada; Canyons in Park City, Utah; Afton Alps in
Minnesota and Mt. Brighton in Michigan; and the Grand Teton Lodge
Company in Jackson Hole, Wyoming. The Company's subsidiary, RockResorts,
a luxury resort hotel company, manages casually elegant properties. Vail
Resorts Development Company is the real estate planning, development and
construction subsidiary of Vail Resorts, Inc.Vail Resorts is a publicly
held company traded on the New York Stock Exchange (NYSE: MTN). The Vail
Resorts company website is www.vailresorts.com and
consumer website is www.snow.com.
The ExactTarget and Salesforce names and logos are the exclusive
property of salesforce.com.
Media Contact:
Finn Partners
Kari Brownsberger,
312.329.3980
MediaRelations@ExactTarget.com
Source: ExactTarget
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