CROSS MARKETING WILL GIVE SKI RESORTS A LIFT
By Adnews Staff
Ski resorts should look at cross-marketing opportunities to promote their ski vacations, Dr. Lisa Delpy told the Tourism Industry Association of Canada's summit this week. Delpy is a professor at the University of Washington and co-author of the Ultimate Guide to Sport Event Management and Marketing. Ski resorts should advertise in non-traditional media such as real estate guides and wine magazines. They should also have a Web site and offer joint niche-oriented packages with local sports clubs or wine connoisseurs. According to Delpy, skiers like wine and tend to invest in real estate. Sixty per cent use the Internet, and half of those skiers plan their ski vacations online.
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