Tourism Sun Peaks Quarterly E-newsletter Sun Peaks Resort
FOURTH QUARTER 2012 | WINTER

From international and regional marketing campaigns to world class culinary events, Tourism Sun Peaks promotes and drives new clients to resort businesses. Check out some of the highlights and successes from the last quarter in this edition!

In this e-Newsletter:
Message from the President
Central Reservations: Winter Occupancy Pacing Ahead
Sales: Successful Sales Missions and More
Marketing: Regional Winter Advertising Takes Off & Digital Media Projects are in Full Swing
Media Relations: Winter Off to a Strong Start
Events: Winter Events & Adventure Centre
Message from the President

Dear Members,

Tourism Sun Peaks launched several new initiatives this winter. Visitors to Sun Peaks will notice signage for the new ‘Just Picture It’ social media campaign. It engages locals and visitors alike to share their resort experiences.

Another new initiative started last month utilising TSP’s consumer database. This includes communicating relevant information at appropriate times to guests based on their interests. It will assist in improving the guest experience, as well as generating incremental repeat and referral business.
 
Most of the advertising campaigns in each of our key markets have been set in motion. However, we have increased our analytical capacity and tracking which means constant adjustments throughout the campaign to maximize investment.

Our sales teams have been successful generating new business for the Village in both the winter and summer months. This includes extensive training in our overseas markets such as Australia, UK and Germany. New summer business has also been secured due to our efforts in marketing the new direct Kelowna – LA flight.

Following the successes of last summer, Tourism Sun Peaks has worked with various partners to confirm the 2013 event schedule. Summer events and attractions will be promoted throughout the winter to our guests. There is a wide range of sporting events, and a continuation of the music concert series initiated last summer in partnership with the provincial and municipal governments.

On behalf of Tourism Sun Peaks, we wish to thank our Volunteer Chair, Reiner Brecht, and Board of Directors, as well as the many committee members for their time and contribution to the resort throughout the year. We hope everyone had an enjoyable holiday period with family and friends.

Sincerely,

Christopher Nicolson
President, Tourism Sun Peaks

Central Reservations: Winter Occupancy Pacing Ahead

Submitted by Theresa St. Louis, Central Reservations Manager

DEPARTMENT HIGHLIGHTS

Winter Occupancy Pacing Ahead
The resort wide occupancy report for the winter has consistently been pacing ahead. There has been a shift in the holiday break this year from only December to a week in December and a week in January. Collectively the two months are ahead of last year.

Transportation Revenue Increased
Central Reservations transportation sales revenue is up by 6%. This is due the increase in ski team charters that we have serviced this fall.

New Short Lead Time Packaging
Dynamic packaging has been introduced to launch in low occupancy periods.  Through this strategy we offered two specials in November in December with great website placement. The offers ranged from 50% off a two night stay anytime and 25% off a two night lift and lodging package mid-week. These packages had great presence on the website and resulted in incremental bookings to Central Reservations.


LOOKING AHEAD
 
Sun Peaks Winter Festival of Wine Tickets Pacing Ahead
Wine Festival event sales are pacing ahead of last year. As of December 18, three of the 19 ticketed events are already sold out. Contact Reservations at 1-800-807-3257 ext. 1 for events tickets and details.

Sales: Successful Sales Missions and More

Submitted by Colin Brost, Director of Sales

DEPARTMENT HIGHLIGHTS

New Technology Improves Ability to Train Travel Agents
Tourism Sun Peaks, in partnership with the CTC, hosted another Webinar to retail travel agents throughout Australia. Our regular winter message was delivered along with highlights of both the Sun Peaks Family Cup – All Nations Celebrations and the 15th Annual Winter Festival of Wine. Merit Travel and Ultimate Vacations also assisted TSP in hosting a webinar for ski specialists in Ontario and eastern Canada through their agent networks.

Ambassadors in Washington Working Overtime
A special thank you to Marty & Donna Salvati and Bill & Cindy Ballard who have collectively volunteered over 300 hours this fall visiting local ski shops, meeting the staff and dropping off Sun Peaks brochures and working at the Warren Miller Movie Nights along with the Seattle ski show. Their efforts assist greatly in keeping Sun Peaks top of mind throughout Washington.

Sales Missions See Immediate Results
TSP represented the resort at the LA ski show this year to promote Sun Peaks via the new United LAX – Kelowna flight. While in market, independent meetings conducted with tour operators resulted in new summer tour business moving to Sun Peaks, with an estimated 200 room nights now booked for 2013.

Familiarization Tours Experience the Intangibles
Each year TSP hosts FAM’s of qualified travel agents, product managers and other key industry partners from around the world to showcase Sun Peaks and offer firsthand knowledge of the products and services available. FAM season has begun with over 40 FAM guests in December from Germany, United Kingdom, Australia, Ontario, and the United States.

LOOKING AHEAD

Wedding Shows
Regional efforts around group sales leads have been increasing and reports indicate weddings are a lucrative niche market for Sun Peaks. In response, TSP will be attending three wedding shows this January (Vancouver, Vernon and Prince George) promoting the resort as the ideal destination wedding location winter or summer. The three shows represent more than 3000 brides.

TSP Continues to Showcase the Best of Summer
TSP will once again be travelling with the Canadian Tourism Commission to Australia as part of the Corroboree Road Show, featuring the resort's summer experiences to travel agents and media in Sydney. This opportunity also allows TSP to meet with our key winter operator partners to review marketing campaigns and the current ski industry in Australia and New Zealand.

Marketing: Regional Winter Advertising Takes Off & Digital Media Projects are in Full Swing

Submitted by Christina Antoniak, Destination Marketing Manager

DEPARTMENT HIGHLIGHTS

Regional Winter Advertising
The regional winter advertising campaigns focus on Vancouver (and Lower Mainland), Seattle, Edmonton, Toronto and Prince George, and launched October through December. Highlights include a 32-unit outdoor billboard campaign in Seattle, online video and search advertising, a Global BC television campaign, radio campaigns in Vancouver, Edmonton and Prince George, Nordic advertising in niche magazines and websites, and a direct mail piece to the TSP Central Reservations database. A campaign promoting Santa’s Alpine Visit to the local market was supported by the Thompson Okanagan Tourism Association’s Community Tourism Opportunities funding program. This two week campaign, including newsprint, radio and online ads, promoted overnight visits while experiencing this brand new village event.

New Email Marketing and Database System Launches for Tourism Sun Peaks Central Reservations
After evaluating several systems, Tourism Sun Peaks began working with Fresh Inc. of Kamloops in mid-November on implementing a new email marketing and database system with Lyris. The system will provide for automated and dynamic pre and post stay emails to Central Reservations guests, email marketing of relevant packages and information to the Central Reservations database and TSP email marketing to the resort 311 database. The system will allow for detailed tracking of data on the emails and provide the team valuable information on messaging, packaging, timing and more.

‘JUST PICTURE IT’ Social Media Campaign Engages Sun Peaks Guests
This contest takes a new perspective on social media campaigns, engaging with Sun Peaks guests all season through strategically placed in-resort signage and online word of mouth. Our best ambassadors, our guests, are being asked to take pictures of their experiences during their visit and to share them with their networks. Through weekly finalist rounds where a selection of images will be voted on, the highest voted image per week will make it through to the Grand Prize voting round at the end of the season. The winner will receive a five night stay at Sun Peaks for themselves and five friends, to be used Summer 2013 or Winter 2013-14. To enter, simply upload your image on Instagram with #SunPeaks360, Tweet a photo with #SunPeaks360, or upload a photo to www.Facebook.com/SunPeaksResort. For all the details, visit www.SunPeaksResort.com/JPI.

LOOKING AHEAD

Summer Cross Promotion
A summer 2013 rack card will hit the resort in mid-January to cross promote summer to guests. This precedes the official summer brochure that comes out in May 2013.

Winter Photography
Winter resort photography will take place January through February with a variety of non-ski and village lifestyle shots the focus. If you or your family or friends are interested in participating in these shots, please contact tspmarketing@sunpeaksresort.com with a picture.

Media Relations: Winter Off to a Strong Start

Submitted by Brandi Schier, Media and Marketing Coordinator

DEPARTMENT HIGHLIGHTS

In Market Media Visits
Fall was a busy time for media relations, with visits to Colorado, Toronto, Seattle and Vancouver. Appointments were made with major ski publications to actively pitch new Sun Peaks story ideas. Relationships were developed with over 100 travel journalists in key markets. In the weeks before Sun Peaks’ Opening Day, TSP met with influential Vancouver journalists, broadcasters and regional tourism organization’s travel media teams to ensure continued coverage.

Successful Opening Day Media Coverage
As one of the first destination ski resorts to open in the province, Sun Peaks received positive early season media coverage in November. Sun Peaks Opening Day was picked up by media in Kamloops and Kelowna, as well as in Victoria and in the Lower Mainland in both the Vancouver Sun and The Province, as well as on CTV and Global news broadcasts. International coverage was received in Washington and online in both the UK and Australia. This early season media coverage is an integral component of consumer bookings. The week of opening day also saw a dramatic increase in consumer engagement through social media on Facebook, Twitter and Instagram. The hashtag #Nov17Stoked was adopted by many guests and helped convey the both excitement and the early date of Sun Peaks opening. Pre-opening snow photos received record breaking fan engagement and virality on Facebook. This consumer engagement helped spread Sun Peaks’ messaging organically through social networks. 

Winter FAMS Begin
Late November and December saw the first winter media guests arriving, including a group of four Brazilian journalists arranged through the Canadian Tourism Commission. Other media visitors included representatives from Lower Mainland publications and Tourism BC. There has been a renewed interest in Nordic experiences at Sun Peaks, prompted by the creation of the new Sun Peaks Nordic Centre and a drastic jump in Nordic season pass sales.

LOOKING AHEAD

Upcoming FAMS
January has a solid line up of media visitors coming from B.C., Alberta, Ontario, Australia and China. The Sun Peaks Winter Festival of Wine and the Family Cup continue to be major draws for top quality lifestyle and travel writers. Mid-season media visits are continuing to be confirmed, including Ski Canada Magazine and other vertical ski and snowboard publications.

Renewed Focus on Broadcast Media
This winter, there is a renewed TSP focus on B.C. broadcast media. The Tourism Sun Peaks media team is working to provide timely and newsworthy video footage for pick up on major news broadcasts.

Proactive Reach Out Continues
Proactive reach out to publications, influential journalists and top bloggers will continue throughout the winter season. TSP media relations will work to engage top social media influencers in key markets and interest groups.

Events: Winter Events & Adventure Centre

Submitted by Janice Nankivell, Events & Adventure Centre Manager

DEPARTMENT HIGHLIGHTS

The Adventure & Information Centre
The Adventure & Information Centre opened in its Village Day Lodge location on November 17 to coincide with the Opening Day for lift operations. Most tours were operating as of December 10 and the bookings continue to roll in for the season, keeping staff very busy.

Santa’s Alpine Visit
A new event to Sun Peaks, Santa’s Alpine Visit, went off without a hitch. Santa was inundated with Christmas gift requests, elves were busy reading Christmas stories and giving out candy canes, children from the Sun Peaks Discovery Centre and the Kamloops Thompson Honor Choir added to the holiday atmosphere by caroling through the village and vendors were selling their wares.The restaurant sampler tour proved to be popular with guests making their way from place to place. The village was alive with the Christmas Spirit!

LOOKING AHEAD

Sun Peaks Winter Festival of Wine: January 12 to 20
Now in its 15th year, the Sun Peaks Winter Festival of Wine is shaping up to be another successful event with a range of exciting events taking place over the 10 day festival. If you haven’t booked your tickets yet get in quick to secure your favourite events as some events have already sold out! 
http://www.sunpeaksresort.com/wine-festival

March Music Madness
After a long day skiing enjoy a drink and relax to some live music during ‘March Music Madness’ month in Sun Peaks. Live music will be featured throughout the whole month in various locations throughout the village. Stay tuned for more information!

Sun Peaks Family Cup - All Nations Celebration
The 7th Annual Sun Peaks Cup has begun at Sun Peaks, running January 2 to 16. Join Australian Olympians Ben Sim and Ramone Cooper in a wealth of family events.
'Just Picture It' #SunPeaks360
Share your Sun Peaks experiences through photos for your chance to win!
Sun Peaks Winter Festival of Wine
The 15th Annual Sun Peaks Winter Festival of Wine runs from January 12 to 20. Get your tickets now!
Winter Events
There's always something happening at Sun Peaks!
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