Tourism Sun Peaks Quarterly e-Newsletter Sun Peaks Resort
FOURTH QUARTER 2011 | Winter Issue

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, and read about plans for the next few months in this edition!

In this e-Newsletter:
Message from the President
Central Reservations: Winter Online Sales - The Trend Continues
Sales: Collective Efforts Show Results
Marketing: Winter advertising kicks off at the start of a strong snow season!
Media Relations: A Solid Line-up of Winter Media Visits
Events: Bringing Energy to the Sun Peaks Village
Message from the President

Submitted by Christopher Nicolson, President

The winter season has started with a strong opening and mountain operations teams should be congratulated on providing skiing conditions that easily rate as some of the best in the Pacific Northwest. Early season race teams and guests were very complimentary and their endorsements in blogs and social media have helped the resort's promotional efforts.

As a business community, we continually strive for creativity and assertive marketing given the realities of the global economic climate. International arrivals to Canada are forecast to be down, which forces BC destination mountain resorts to draw visitors from the same regional markets.

Tourism Sun Peaks' winter campaign features a new brand and microsite, www.youhavenoidea.ca, that highlights the many benefits of visiting Sun Peaks. The TSP Board of Directors has also approved an additional marketing investment to increase Sun Peaks' awareness in our key regional markets.

Looking ahead to Summer 2012, Tourism Sun Peaks is developing a bold new event strategy. Several new events are scheduled including music concerts, wellness weekends, and children's festivals. Further announcements are scheduled in January.

We look forward to seeing you in the exciting months ahead.

Cheers,

Christopher Nicolson
President
tsppresident@sunpeaksresort.com

Central Reservations: Winter Online Sales - The Trend Continues

Submitted by Theresa St. Louis, Central Reservations/Transportation Manager

DEPARTMENT HIGHLIGHTS

Strong Online Bookings
• Onling bookings continue to grow at Sun Peaks, with over 50% of Central Reservations bookings being placed through www.sunpeaksresort.com. We have placed a large focus on product presentation online with regular updates to descriptions and images. Moving through the winter we will be working with our marketing specialist to continue to make website product placement a key focus.

Winter Shuttle Transportation
• Central Reservations now has two agents working to cover the Transportation Department daily to assist all of our guests needs. Last winter, TSP moved over 6800 people on shuttles.
• Resort partner Sun Star Shuttle continues to service the Kamloops and Kelowna Airports, plus the inter-resort routes. For service times or reservation inquiries, contact 1-800-807-3257 ext 1, or click here.

LOOKING AHEAD

Winter Okanagan Wine Festival Ticket Sales
• Central Reservations is the ticketing agent for the Winter Okanagan Wine Festival, returning to Sun Peaks this January. Three events for the festival are already sold out, and tickets are going quickly for several other events. For accommodation packages, event ticket purchases, and ticket pick-up, Central Reservations is open 8:30am to 7:00pm Monday to Friday and 8:30am to 5:00pm Saturdays and Sundays.

Travel Insurance
• Central Reservations is working through the final steps to become certified to sell Travel Insurance. This exciting new product will allow for additional service to our guests as well as an additional revenue opportunity for increased resort marketing. The process has included many steps, from being licensed as a Travel Agent with the British Columbia Consumer Protection Act, to Agent exams, to licensing with the Insurance Council of British Columbia. We are currently in the final stages of licensing and then will move onto implementation early in 2012. 

Property Inventory
• Property inventory has never been more diverse through Central Reservations resulting from an increase of properties being represented. Everything from studios to five + bedroom executive houses are available within the resort. For reservation inquiries or property representation information, please contact crezmanager@sunpeaksresort.com or call 1-800-807-3257.

Sincerely,

Theresa St. Louis
Central Reservations/Transportation Manager
crezmanager@sunpeaksresort.com

Sales: Collective Efforts Show Results

Submitted by Colin Brost, Director of Sales

DEPARTMENT HIGHLIGHTS

Regional Focus Drives Leads
• Cold calls, consumer shows and effective regional marketing contribute to the success of TSP's In-Market Sales Representative. Over 30 leads have been sent to the resort members to secure new business over the past three months.

Ambassador Efforts Continue
• TSP's Ambassadors have been busy over the past three months in assisting the sales team by visiting ski shops in their areas, presenting at Ski Clubs and working consumer ski shows including 10 Warren Miller shows throughout Washington State. Other Ambassadors further afield have been re-visiting Tour Operators in efforts to train travel agents and increase general awareness of our resort.

Canadian Tourism Commission (CTC) - Canadian Specialist Program (CSP)
• Tourism Sun Peaks, in partnership with the CTC, hosted their first Webinar to retail travel agents throughout Australia. From the office in Sun Peaks, TSP was invited to present online through a new interactive program designed to provide accurate and relevant information to travel agents wishing to acquire or maintain CSP status and ultimately become experts on travel to Canada. A second webinar with a summer focus is slated for the spring.

LOOKING AHEAD

Ongoing Consumer and Trade Shows
• The Sales team at TSP will continue to generate opportunities for members in the New Year by having a booth and attending the Vancouver Wedding Fair with an estimated 2500 brides-to-be as well as an giving us an opportunity to make contact with new wedding planners. TSP will also be present at the Vernon Bridal Show with over 400 guests attending.
• After a successful show in 2011, TSP will once again head to Australia to leverage the efforts of the Canadian Tourism Commission by attending their annual Coroborree Road Show. This two week long show spans all major markets in Australia including Melbourne, Perth, Adelaide, Brisbane and Sydney, focusing on travel agents, travel media and tour operators.

Cheers,

Colin Brost
Director of Sales
salesdirector@sunpeaksresort.com

Marketing: Winter advertising kicks off at the start of a strong snow season!

Submitted by Christina Antoniak, Destination Marketing Manager

DEPARTMENT HIGHLIGHTS

A Boost in Online Programs
• With increased channels available to more efficiently target consumers online, TSP has invested 40% of the winter media mix to online programs, an increase of 10% from last year's plan. This includes over 1.5 million online impressions booked in Washington State for video and display ads; over 2.2 million online impressions planned in British Columbia; and over 1 million online impressions for Edmonton and the rest of Canada.
• A comprehensive Google Ad Word, YouTube, Facebook and re-marketing campaign started in December, targeting consumers in Washington, British Columbia and Edmonton.
• Facebook continues to be a strong channel for engaging with loyal fans with over 8,500 following our activity. Look for exciting improvements to our Facebook page in January.

Regional Online Partnership
• A partnership with Sun Peaks, Big White, Silver Star and the Thompson Okanagan Tourism Association launched an online ad program in Washington state with 4.3 million scheduled impressions over a 12 week campaign period starting mid-November.

National Geographic Traveller industry partnership
• A partnership between Sun Peaks, Whistler Blackcomb, Fernie, Banff, and the Canadian Tourism Commission through the Canadian Destination Ski Consortium launched an integrated online program with National Geographic Traveller and their "Digital Nomad" blogger, Andrew Evans. The program targets USA consumers through advertising units on http://travel.nationalgeographic.com and an enter-to-win contest, combined with a visit from Andrew to each of the resorts (Sun Peaks, December 8-11). While here, Andrew communicated with his followers on Twitter and Facebook and posted stories on his blog.

Campaign Microsite Extends Brand to Educate Consumers
• A campaign microsite was launched at the end of November as the call-to-action for most advertising programs. www.YouHaveNoIdea.ca succinctly communicates to consumers in a casual, inviting tone and tells a story of the real benefits of Sun Peaks Resort. The site has had 8,976 unique visitors as of December 30.

Additional Advertising
• Additional advertising this winter includes vertical ski magazine publications, a direct mail postcard to the Central Reservations database, TV and radio in Vancouver and Edmonton and limited newsprint in Prince George and Vancouver.

LOOKING AHEAD
• Planning has started on the Summer 2012 resort brochure and it will be in the resort this January.
• Resort photography will take place over January and February with a very comprehensive photography list including activities, events, village, lifestyle and ski/ride.
• New video footage will be shot in the new year and a new winter resort promotional video will be cut at the end of this season in timing for the Australia ski shows in May 2012.

Cheers,

Christina Antoniak
Destination Marketing Manager
tspmarketing@sunpeaksresort.com

Media Relations: A Solid Line-up of Winter Media Visits

Submitted by Melanie Simmons, Media Relations and Communications Specialist

DEPARTMENT HIGHLIGHTS

Media Cover the 50th Anniversary of Tod Mountain
• November 18, 2011 marked the official 50th Anniversary of Tod Mountain and the 20th year of winter operations as Sun Peaks Resort. TSP coordinated a live feed on opening day with footage and interviews relating to the 50th anniversary. This story was picked up and aired on both Global Television and CTV News in Vancouver. Local media also provided extensive coverage on the anniversary celebrations.

Resort Wide Staff Training
• TSP is continuing efforts to provide a consistent experience for all guests visiting Sun Peaks Resort this winter through resort staff training. To-date, the Communications Department has presented to over 150 resort staff with information on activities, events and general resort information that will help them answer guest questions.
• As an incentive for staff to participate in this training, TSP developed a resort-wide booklet with 23 coupons available for TSP-trained staff to increase staff knowledge of resort amenities.

LOOKING AHEAD

Filling in the Winter FAM Schedule
• An excellent selection of journalists on confirmed story assignments are booked to visit Sun Peaks this winter on  familiarization (FAM) tours through the Media Relations department.
• Writers from Northwest Palate Magazine, up! Magazine, and Mx Newspaper (Australia) are just a few of the journalists who will be experiencing Sun Peaks this winter for an editorial story.

50th Anniversary FAM Tours
• Several writers have expressed interest in incorporating the 50th year of winter operations into their Sun Peaks story. As a result, several FAM tours will include special 50th features, including skiing with the Sun Peaks Antiques, a visit to Burfield Lodge etc.

Kind Regards,

Melanie Simmons
Media Relations and Communications Specialist
tspmedia@sunpeaksresort.com

Events: Bringing Energy to the Sun Peaks Village

Submitted by Janice Nankivell, Events Coordinator

DEPARTMENT HIGHLIGHTS

The Adventure Centre
• The Adventure Centre is fully operational in the Village Day Lodge, providing information and booking support for resort activities. Offered activities include dogsledding, snowshoeing, snowmobiling, sleigh rides and more! New offerings this winter include a Moonlight Snowshoe and S'mores and a Gluhwein experience on one or two village patios every Saturday afternoon.

Sun Peaks Christmas Market
• The 4th Annual Sun Peaks Christmas Market took place over two days in December with over 30 vendors participating in the Progressive Style market throughout the village. Local vendors were on-site selling a large variety of handmade gifts, house wares, organic meats, seafood, produce, and more. The Sun Peaks Discovery Centre added to the Holiday atmosphere on Friday by caroling throughout the village, and local a capella group "Desert Sounds" sang their favourite Christmas songs on Saturday.

LOOKING AHEAD

Winter Okanagan Wine Festival: January 14-22, 2012
• Now in its 14th year the Winter Okanagan Wine Festival is shaping up to be another success with a whole 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 Madness Music Month
• After a long day skiing enjoy a drink and relax to some Live Music during "March Madness Music Month in Sun Peaks." Live music will feature throughout the whole month in various locations throughout the village. Stay tuned for more information!

Kind Regards,

Janice Nankivell
Events Coordinator
tspevents@sunpeaksresort.com

Race in the Family Cup!
Grab your family and race for your country in the 6th Annual Sun Peaks Family Cup!
Winter Okanagan Wine Festival: January 14-22
Three events are sold out and tickets are going fast for other events at the Winter Okanagan Wine Festival. Buy your tickets today!
50th Grand Reunion Gala: January 27
Join us to celebrate the 50th anniversary of Tod Mountain at the Grand Reunion Gala. Tickets on sale now!
Winter Activities Galore!
Stop by the Adventure Centre in the Village Day Lodge to sign up for a non-ski activity this winter!
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