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March 23, 2018
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Americas: What Event Marketers Can Learn from a Ski Resort Promotion


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I had the great good fortune to be invited on a media fam to Keystone, Colo., a couple of years ago. A great time was had by all—and the resort’s photographers were on hand to snap some shots of some of our slope-side fun.

So today I got an email promotion from the resort that I thought was just brilliant. Featuring one of the shots the resort photographer took of me and a colleague (I’m the one waving ski poles), the headline read, “Want more fun like in this photo?” and a quick pitch. It had links to all the vitals—a “snow alert” of the day’s ski conditions, “buy tickets” and “plan your trip” buttons—and some other helpful links and discounts. Here's the top screen of the email:

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