Sun Peaks Resort: Media Plan to Boost Family Winter Tourism, 2020

This report presents a comprehensive media plan developed for Sun Peaks Resort, a renowned ski destination in British Columbia, Canada. The plan addresses the resort's need to attract more family visitors and diversify its winter tourism offerings beyond traditional skiing. The report begins with an introduction to the resort and the challenges it faces, including declining visitor numbers and the impact of weather conditions. It outlines communication objectives, including showcasing the resort's attractiveness, providing updates on safety and risk management, and promoting new events. The report details the target audience, which primarily consists of families and adventure-loving individuals, and outlines the messages to be conveyed, such as the introduction of snow biking and charity events. The media plan includes a table compilation of tactics, timing, audience, objective, and key messages. Furthermore, the report provides sample press releases, a media alert, and a blog post to be used in the media room. Appendices include relevant figures illustrating the resort and its activities. The overall goal of the media plan is to increase visitor numbers by highlighting Sun Peaks as a versatile winter destination with activities suitable for families.

Running head: MANAGEMENT
Multimedia Assignment
Name of the student
Name of the university
Author Note:

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Table of Contents
Introduction................................................................................................................................3
Background................................................................................................................................3
Communication Objectives........................................................................................................4
Assessment of Audience............................................................................................................5
Messages....................................................................................................................................6
Target media and Summary.......................................................................................................6
Table Compilation......................................................................................................................7
Press Release 1...........................................................................................................................8
Press Release 2...........................................................................................................................8
Media Alert................................................................................................................................9
Blog Post....................................................................................................................................9
References and Bibliography...................................................................................................10
Appendices...............................................................................................................................12
Appendix 1...............................................................................................................................12
Appendix 2...........................................................................................................................13
Appendix 3...........................................................................................................................14
Appendix 4...........................................................................................................................15

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Introduction
Sun Peaks Resort is a famous resort located in Canada in the British Columbia region.
The area is famous as one of the best hill stations of Canada. Located at a height of more than
6000 metres from the sea level, the resort is quite famous as one that provides skiing
opportunities for the visitors (sunpeaksresort.com, 2020). The skiing opportunities are one of
the most attractive events that can be enjoyed by the visitors in this resort. However, the
recent decline in the visitor fall since the last year is a major cause of concern for the
management of the resort. The main reason that has been identified behind such a behaviour
of the people has been the boredom that has occurred from just one single event in the form
of skiing (sunpeaksresort.com, 2020). A new media plan has been created in this assignment
as a result of providing new opportunities to the resort to attract more and more people in the
present winter season.
Background
The crisis that the management of Sun Peaks resort has been facing is quite serious in
nature and the management has to ensure the implementation of the business in the most
efficient manner. The presentation of a media plan in this particular report has helped to
detail out the new planning undertaken by the management of the business to ensure success
in the market. The aim of the resort is to provide new and better opportunities to the visitors
so that they feel excited and attracted to visit the resort. A number of new events will be
introduced by the resort in this regards which includes the likes of new adventure events as
well as the introduction of new charity events that can help to increase the success of the
resort.
The Media Plan is considered to be the need of the hour just because there has been a
serious lag of the resort to introduce some plans and programs that are quite easily acceptable
to the visitors. The absence of any form of variation has also impacted the footfall of the

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visitors in a negative manner. Apart from this the incessant snowfall and snow storms have
been major challenges for the organization to address. It is important for the authority of Sun
Peak to formulate a strong and effective business strategy that can close the gaps and address
the issues related to visitor turnouts.
Communication Objectives
The main purpose for the multimedia planning are as follows;
a. Provide the best way that can help showcase the attractiveness of the resort to the
potential visitors
b. An organized and systematic presentation of the total planning
Some of the major objectives for Media Planning are as follows;
a. Providing the updates regarding the safety plannings and risk management strategies
b. To provide the information in regards to the number of new events that will be
launched by the management of the resort in between 20th January, 2020 and 31st
March, 2020
The attraction of the potential visitors through the presentation of a great strategy and risk
management planning is key to bring in people to the facility. Another consideration for the
management of the resort in this regards will be to ensure the implementation of the strategy
in the SMART manner. The schedule and other details including objectives are presented
below.
1. Date and Time: January 20th, 2020 to March 31st, 2020
2. Aims and Objectives: All day and Night (Round the clock)
3. Targeted People: Groups of families especially people loving CSR events and
adventures

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4. Budget: $100,0000
Assessment of Audience
The main aim of the management of Sun peaks Resort is to attract the attention of the
different families and people loving adventure in the weekends. The table below has provided
a detailed classification of the audience to be targeted along with other small details.
People Knowing Issues/Concerns Motivation Hurdles to
information
Source of
Reaching
out
Single
persons
New events
and luxury
resort
services
Lack of
Marketing
Modern
facilities and
activities like
Skiing, snow
biking
Absence of
proper
networking
source
Online
through
Social
Media
Recreational
and relaxing
Couples
CSR events
like charity
for Bushfire
in Australia
Snow Storms
and financial
risks (Financial
risks n whether
the funds will
actually reach
out to the needy)
Recreational
and CSR
events like
music,
charity and
promotional
events
Absence of
proper
network
Online
media and e-
mails
Adventure
loving
People
New
adventure
sports like
snow biking
Infrastructure for
sports
Snow biking Networking
issues and
hurdles
Social
Media
websites

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Messages
Messages Data
 Snow Biking  Snow Biking has always been one of the
most extreme forms of snow sports and
people loving adventure can enjoy this
during their stay in the hotel. The snow
biking has been started by the management
of the resort with utmost care and safety
measures. The safety measures includes the
presence of a number of professional
experts
 Charity Events (Bushfire related events)  New Charity events for the recent Bushfire
can add to the business of the resort. The
event will surely add to the CSR strategy of
the business and will help them to gain new
visitors who will find it a noble thing to
donate something during their pleasant stay
in the resort
 Charity festivals  Charity festivals in the form of music and
other cultural events will also be used to
raise funds for Bushfire.
Target media and Summary
Target market Channels Activities Materials
Single persons Use of Social media sites
like twitter handle,
Facebook accounts,
Instagram accounts
Updates regarding the
offers and new discounts
New infographics,
attractive pictures
Recreational and
relaxing Couples
Use of Social media sites
like twitter handle,
Facebook accounts,
Instagram accounts
Offers and major
attractions
Contents pasted in Social
media
Adventure loving People Mails to the people or
targeting them through
Explain the facilities to
the targeted persons
New infographics,

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tourism fairs both locally
as well as internationally
through mail, phone and
social media usage
attractive pictures
Table Compilation
Tactics (How? Channel and
material)
Timing Audience Objective
Key Message 1  Snow Biking 10AM to
5PM
Adventure
loving
persons and
adventure
loving
couples
To attract the
people in the
adventure
sports
Key Message 1  Charity and festivals 5 PM to 10
PM
Normal
couples
loving
pleasure
stay and
wants to
indulge in
CSR
activities
Involving
people in a
noble cause
and making
them
contribute
something to
the bushfire
affected
Key Message 2  Charity music and festivals 10 AM to
8PM
(Anytime in
between)
For all Entertaining
the persons as
well as
providing new
opportunities
for CSR

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Press Release 1
For Immediate release: Sun Peaks, BC (January 24, 2020): A new dawn of era awaits the
visitors of Sun Peak resort in the coming days. This is to inform that the management of Sun
Peaks Resort has introduced a number of new adventure events for the ones who loves
adventure. Apart from the traditional skiing, the resort has introduced a totally new Snow
biking event in the presence of experts of the field to provide ultimate adventure experience
for the people. The sports event has started from 22nd of January and will continue till the end
of March. Timings are mainly from 10 AM to 5 PM. Bookings are being made through
www.sunpeaksresortbookings.com.
More information is available online on;
www.sunpeaksresort.com
Media Contact:
Mason Robertson, Head of Marketing and Events Department
Sun-Peaks-Resort-LLP
P: 255-279-1032
Press Release 2
For Immediate release: Sun Peaks, BC (January 26, 2020): The following press release is
addressed to all the concerned media regarding the upcoming charity event being organized

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in Sun peaks resort on the coming 30th of January, 2020. The event will be attended by all the
staffs and residents of the resort and has been arranged to raise a huge sum of money for
assisting the wild bushfire victims of Australia. The events start from 5PM and will continue
till 10 PM.
More information is available online on;
www.sunpeaksresort.com
Media Contact:
Mason Robertson, Head of Marketing and Events Department
Sun-Peaks-Resort-LLP
P: 255-279-1032
Media Alert
Contact: [Mason Robertson, Head of Marketing and Events Department
Sun-Peaks-Resort-LLP]
[P: 255-279-1032]
The Bushfire support event is one of the major events that will be held on the premises of Sun
peaks resort in the coming 30th of January. The charity event will be surely one of the noble
events that must be supported by all. Some high profile personalities will be attending the
event. All the media houses and freelance media are invited to cover the event. The press
cards for attending the event will be available at our media office on the very day from 11
AM.
Blog Post
An Ice in the Fire

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The news of Australian Bushfires and the images coming in the news and internet
have been one of the most disturbing of the modern day. The major fires and the damage that
it has brought in the island nation is huge. We the people of Sun peaks Resort has decided to
come forward and assemble all the interested to donate something that can act as a small
percentage of relief for the needy in Australia. A number of charity events has been planned
for the help and the management hopes that the event can act as a small amount of ice over
the fire.

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References and Bibliography
British Columbia's Bike, Golf & Ski Resort | Sun Peaks Ski Resort. (2020). Retrieved 27
January 2020, from https://www.sunpeaksresort.com/
Brown, T. (2018). Charity Fundraising Events–An understated domain: The changing
landscapes of charity fundraising event management processes, contexts and
‘communities’ in the United Kingdom.
Gibson, H. J., Lamont, M., Kennelly, M., & Buning, R. J. (2018). Introduction to the special
issue active sport tourism.
Greenwell, T. C., Danzey-Bussell, L. A., & Shonk, D. J. (2019). Managing sport events.
Human Kinetics.
Guohua, O., & Qin, W. (2017). Emotional Mobilization, Collective Performances and
Meaning Construction: An Analysis Framework of the Propagation of Online Charity
Event——In the Case of" Luo Yixiao". Journal of Intelligence, (8), 13.
Hill, E. (2016). A comparative study on motivations of volunteering in three different event
sectors; festivals, agricultural events, charity events and how it impacts the event
industry using Glastonbury, The Great Dorset Steam Fair and The Stoke Association
Resolution Run as case studies (Doctoral dissertation, Cardiff Metropolitan
University).
Kirkup, N., & Sutherland, M. (2017). Exploring the relationships between motivation,
attachment and loyalty within sport event tourism. Current Issues in Tourism, 20(1),
7-14.
Mittal, A., & Wohn, D. Y. (2019, October). Charity Streaming: Why Charity Organizations
Use Live Streams for Fundraising. In Extended Abstracts of the Annual Symposium

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on Computer-Human Interaction in Play Companion Extended Abstracts (pp. 551-
556).