Media Plan for Sun Peaks Resort: Winter Tourism Focus

This report details a comprehensive media plan created for Sun Peaks Resort, focusing on attracting more visitors, especially families, during the winter season. The plan addresses the challenges of heavy snowfall and aims to promote the resort as a destination offering diverse winter tourism activities beyond skiing. It includes a background and justification analyzing the current situation, communication objectives, and target audience segmentation (families, adventure seekers, and couples). The report outlines specific messages tailored to each group and proposes a multi-channel media strategy utilizing social media, outdoor hoardings, press releases, blog posts, and media alerts. The core of the plan comprises a media content room with two press releases, a blog post, and a media alert, each designed to highlight different aspects of the resort's offerings and encourage visitation. The press releases focus on family activities and adventure opportunities, while the blog post provides a broader overview of the resort's winter attractions. The media alert serves as a concise summary of the resort's offerings and encourages attendance at planned winter activities, with proceeds benefiting local health organizations. The plan incorporates tactics, timing, and key messages for each media element to ensure effective communication and audience engagement.

MEDIA PLAN FOR SUN PEAKS RESORT
MEDIA PLAN FOR SUN PEAK RESORT
Name of the Student
Name of the University
Author note

1MEDIA PLAN FOR SUN PEAKS RESORT
Executive Summary
The paper discusses the media plan of Sun Peaks Resort. The target audience, the messages
for each target group and the channels to be used for promotion are also addressed in this
paper. The paper also mentions the media room content for the resort; press releases, blog
post and media alert.

2MEDIA PLAN FOR SUN PEAKS RESORT
Table of Contents
Introduction................................................................................................................................4
Background and Justification.....................................................................................................4
Communication and Objective...................................................................................................4
Reasons..................................................................................................................................4
Communication Objective.....................................................................................................5
Short Term and Long Term Goals.........................................................................................5
Short Term.........................................................................................................................5
Long Term..........................................................................................................................5
Audience....................................................................................................................................5
Families..................................................................................................................................5
Adventure Seeking People.....................................................................................................6
Couples...................................................................................................................................6
Messages....................................................................................................................................6
Target Media..............................................................................................................................7
Media Content............................................................................................................................7
Press Release 1.......................................................................................................................7
Press Release 2.......................................................................................................................8
Blog Post................................................................................................................................8
Media Alert............................................................................................................................9
References................................................................................................................................10

3MEDIA PLAN FOR SUN PEAKS RESORT
Introduction
A media plan is a process where the company selects a message they want to deliver
to the audience, select the platform through which the message will be delivered for example
newspaper advertisements, websites, blogs, hoardings, social media sites. The plan also
measures the return of interest of the advertisement that is being run. The media plan is for
Sun Peaks Resorts to increase their visitor number. The plan will contain a media alert, a blog
post and two press releases.
Picture 1: Sun Peaks Resort during winter
Background and Justification
The main issue that is being faced by Sun Peaks Resort is the frequency of the
visitors due to the heavy snowfall that occurred. This year’s snowfall has been recorded as
the deepest base snow level until date.
A media plan is needed by the resort to attract more people to the resort. Heavy
snowfall in country is affecting the visitor rate of the resort. The visitors are not being able to
travel to the resort due to the roadblocks caused by snowfall. The plan will address the issue
and come up with a solution as to how to overcome it (Sun Peaks Resort, 2020).

4MEDIA PLAN FOR SUN PEAKS RESORT
The threats that the resort faces is the declining visitor rate, heavy snowfall,
roadblocks and travelling issues. The resort in its media plan will address these threats and
the manner in which they can be overcome. The opportunities that the resort can work with is
using the snowfall to attract more people for winter activities, the resort can use the snow to
sculpt figures and idols; and present it in an exhibition.
Communication Objective
Reasons
 To increase the frequency of visitors to the resort.
 To increase the awareness of the resort.
Communication Objective
 To make the idea more approachable.
 To attract more people.
 Promoting the resort through a series of advertisements.
Short Term and Long Term Goals
Short Term
 Increase the visitors in the winter season.
 Have activities that attract more families.
Long Term
 Increase the brand image of the resort.
 Increase the popularity.
Audience
 Families

5MEDIA PLAN FOR SUN PEAKS RESORT
 Adventure Seeking People
 Couples
Families
The main target group for the resort is families. Families that come to resorts look for
activities that can be done by them as a group, activities for children and transportation
provided facilities that are there in the resort. The main concern is that there should be
activities planned, places to go and proper facilities. The motivation for families to come to
the resort will be to spend quality time with each other, take part in activities that will bond
them and the infrastructure and facilities of the place. The main barriers of communication
with the group will be misunderstanding of information, lack of reach of certain channels of
advertisement, and them not being willing to register the advertisement. The main channels to
reach this group is social media, outdoor hoardings and television ads, newspaper articles and
blog posts.
Adventure Seeking People
People who seek adventure are also a target group for the resort. This target group
looks for adventurous things to do and seek thrill. The main concern for this group is places
that do not have adventurous activities and are not able to seek adventure. The motivation for
them to come to the resort is the numerous activities that they provide. Barriers in
communication will be misinterpretation of messages, no reach of the message to the
audience. Main channels used for them should be outdoor hoardings, social media and blog
posts.
Couples
Couples are one of the target audience for the resort. This group looks for activities
that are couple friendly and the scenic beauty of the place with the facilities provided by the

6MEDIA PLAN FOR SUN PEAKS RESORT
resort. The main concern for them is lack of facilities and activities that can be done by them
together. The motivation for them to come to the resort is their picturesque sight. Barriers are
lack of reach of the message and miscommunication of the message. Main channels that can
be used are social media, blog posts and press release.
Messages
 Family: A place where you can enjoy together with your whole family in the
winters in a carefree manner. There are many activities like skiing, bungee
trampoline, dog sled tours, weekly kid activities and religious services.
 Adventure Seeking People: It is a place where you can experience numerous
thrills in adventures like skiing, bungee jumping, ski biking and first tracks.
These activities are the winter thrills that you have been looking for.
 Couple: The resort has activities where you can spend time with your loved
ones, while having the time of your life. Activities like fondue dinner, horse
drawn sleighs and photo shoots will help you in enjoy and spend time
together.
Media Channels
Numerous channels can be used to convey the message that the resort wants to
advertise (Clow, 2016).
 Social Media Sites
 Outdoor Hoardings
 Press Release
 Blog Post
 Media Alert
 Radio

7MEDIA PLAN FOR SUN PEAKS RESORT
 Television Advertisement.
Tactics (How? Channel and
material)
Timing Audience Objective
Key Message 1 Press Release Immediate
Release
Family For more
families to
visit the
resort.
Key Message 1 Blog Post Immediate
Release
Couples Couples to
visit the
resort in a
more
frequent
manner.
Key Message 2 Press Release Immediate
Release
Adventure
Seeking
People
Planned
activities for
people who
seek thrill
and
excitement.
Media Content Room
Press Release 1
SUN PEAK RESORT: A PLACE FOR WINTER ACTIVITIES
January 27, 2020

8MEDIA PLAN FOR SUN PEAKS RESORT
Canada
Sun Peaks Resort: Fun Time with Family
For Immediate Release: Numerous winter activities throughout the year, where all can enjoy
and spend time together.
We encourage the people coming to the resort to look at the activities that are scheduled for
the winter season, and how the heavy snowfall will affect their travel to the place. The area
though has experienced snowfall unlike any other, is open and running with various activities
planned for your family to enjoy.
For guests currently planning a trip to the resort can check the website of the resort for details
about the activities, temperature and can book their stay. The staff working at the resort is
available 24/7 for any assistance that is required by you.
It is recommended that families that come to visit
 Check with the airlines if they are operating or not.
 Check the weather condition of the place.
 Confirm their booking with the resort.
 Follow the social media sites for future information and details.
Press Release 2
A PLACE WHERE THRILL AND EXCITEMENT MEET
January 27, 2020
Canada
Sun Peaks Resort: Your source of adventure and thrill this winter.

9MEDIA PLAN FOR SUN PEAKS RESORT
For Immediate Release: A place where there are activities planned for people to seek thrill
and excitement in the snow.
We boost people that like adventure to come and seek the thrill that is divine and cannot be
experienced elsewhere. We have numerous activities designed keeping in mind the purpose
of seeking thrill and excitement for people who are inclined towards these activities.
Adventurous people coming can book their stay and activities from the website of the resort.
The support staff is available for assistance at any given time for any enquire you might have
regarding your stay or activities.
The guests are advised before coming that
 Check the weather conditions and the status of the activities.
 Their booking details and confirmations.
 Follow the social media sites for future information and details.
 Travelling details and modes of transport.
Blog Post
SUN PEAK RESORT: A PLACE FOR WINTER ACTIVITIES
January 27, 2020
Canada
Sun Peaks Resort: Thrill in Snow while spending time with your family and loved ones.
For Immediate Release: A resort where there are various activities where one can spend time
with their family, loved ones and seek thrill all at the same time. The resort provides activities
like skiing, bungee jumping, horse sleighs, trampolines, photo shoots and religious activities.

10MEDIA PLAN FOR SUN PEAKS RESORT
We inspire people to live their lives in the snowy magical wonderland where there are
activities planned for all. The activities are designed for families, couples and people seeking
adventure. The activities are a fun way of spending time with your family, loved ones and
friends.
Guests can confirm their booking at the website of the Sun Peaks Resort and call them any
time throughout the day for any clarification regarding their stay, activities and the weather
condition of the place.
We recommend the guests to
 Check their travel details.
 Confirm their bookings and stay at the resort.
 Follow the social media page for further information.
 The weather conditions and the status of the activities that they have planned.
 Media Alert
 27 j.
Media Alert
Sun Peak Resort
27 January 2020
For Immediate Release
MEDIA ALERT
A SNOWY HEAVEN FOR ADVENTURE
We at Sun Peaks Resort have various activities that are planned for everyone. One can spend
time with their families, loved ones and do seek thrill all at once. We have activities like
skiing, bungee jumping and many other such.

11MEDIA PLAN FOR SUN PEAKS RESORT
Sun Peaks Resort welcomes all to come for the winter activities. The proceeds from the
activities will go to Sun Peaks Health Association, Kamloops RIH (Royal Inland Hospital).
Families, couples and people seeking adventure are requested to come and enjoy the activities
that are planned from January to March.
People for further queries can visit the website and contact the team any time any day.
References
Clow, K. E. (2016). Integrated advertising, promotion, and marketing communications.
Pearson Education India.
Sun Peaks Resort. (2020). British Columbia's Bike, Golf & Ski Resort | Sun Peaks Ski
Resort. Retrieved 27 January 2020, from https://www.sunpeaksresort.com/