Sun Peaks Resort Marketing Media Plan: Attracting Family Visitors

This report presents a comprehensive marketing media plan developed for Sun Peaks Resort, aiming to attract more family visitors during the winter season. The plan includes a detailed introduction, background analysis, and justification for the media strategy, addressing challenges like increased snowfall and the need to diversify beyond skiing. Communication objectives are defined using the SMART framework, focusing on promoting new events, ensuring safety information, and offering attractive deals. The report assesses the target audience, including families, couples, and adventure-seeking groups, and outlines specific messages and media channels to reach them. A tactical summary table details activities, materials, and timing. The plan also includes press releases, a media alert, and a blog post to disseminate information about new events like snow biking, music festivals, and charity events. The goal is to position Sun Peaks as a versatile winter destination and increase visitor numbers through strategic marketing efforts.

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

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Table of Contents
Introduction................................................................................................................................3
Background and Justification.....................................................................................................3
Communication Objectives........................................................................................................4
Audience Assessment.................................................................................................................5
Messages....................................................................................................................................6
Target media and Tactical Summary.........................................................................................6
Compilation in a Table...............................................................................................................7
Press Release 1...........................................................................................................................8
Press Release 2...........................................................................................................................9
Media Alert................................................................................................................................9
Blog Post..................................................................................................................................10
References and Bibliography...................................................................................................11

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Introduction
Sun peaks resort is an Alpine ski resort located in the Sun peaks of British
Columbia in Canada. With a height of around 6200 feet above the ground level, the resort
presents an ideal gateway for the visitors to enjoy a grand stay in a ski resort
(sunpeaksresort.com, 2020). However, the changing times in the market forces the
organization to explore new and better opportunities to attract more people. The media plan
has been based on the formation of a detailed information regarding the information of their
mission and vision of the organization and then prefer some new events that can help to
increase the number of visitors and increase the profit percentage of the resort. The aim of the
report will be to present a number of opportunities that can help determine the different kinds
of business opportunities for the ski resort and increase their attractiveness from the part of
the customers in the correct manner.
Background and Justification
The management of Sun Peaks resort currently have been going through a number of
crisis that has forced them to consider taking some serious actions to ensure business success.
The management of the resort will be presenting a detailed out media plan that will help to
increase the number of visitors with a special focus on the groups of families. The
management of the ski resort in Canada wants to shed off the tag of calling her with the name
of ski resort rather wants to provide the visitors with new and attractive events
(sunpeaksresort.com, 2020). The events that will be introduced by the management will
include Golf events, promotional music events, snow biking, snow adventures like tracking
and staying in tents and many more as such. However, the management of the resort also
plans to organize charitable events for all which will include the likes of the fundraising event
for Australian Bushfire.

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The media plan is highly needed in the current situation as the lack of proper planning
had made the resort incapable of attracting people and showcasing the other major
happenings and beauty of the area. The major challenges faced by the management currently
includes the likes of the natural challenges that occurs from increased snowfall. This kinds of
incessant snowfall makes it unsuitable for the people to drive to Sun Peak resort. However,
the management has to overcome these challenges and propose new solutions that can help to
attract people to the resort.
From the point of view of Sun Peak Resort the management must ensure that they put
in place a specific strategy to address these issues and attract the people. It will be difficult
for the management to attract the people as there will be grave safety concern that must be
taken care of and also ensure profit without which the resort will seize to operate. The
organization needs to work with the local authority to ensure snow free roads and also
organize attractive events to ensure they are able to bring in new customers within the time
period of 20th January to 31st march which is generally the peak season.
Communication Objectives
The Media Plan will be needed as because;
a. To determine the best possible way to convey the attractiveness of the Sun peaks
resort to the tourists especially the groups of families preferring a weekend trip to the
resort
b. It helps to synchronize and assemble all the different elements of the business plan to
ensure success for the resort
The communication objectives for the media plan will be;
c. Presenting the news of new events and safety travel for the visitors
d. Providing the news of offering attractive offers in the peak season

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The management Sun Peaks Resort hopes to accomplish its objectives of attracting a
healthy number of people in the business and also introduce new and better events.
The new objectives will be planned in an organize manner and will be presented to all
the employees concerned for ensuring the attainment of the objectives in a SMART manner.
 Date: January 20 to March 31st
 Time: 24 hours
 Objectives: Creation of New Events, Selection of modern games and entertainment
 Audience: Customers especially the group of families who are interested for weekend
trips
Audience Assessment
The key audiences targeted through this plan will include the different types of the
families who are interested for weekend trips. The families will include mostly the young
couples who likes to enjoy the weekend. The groups can be classified in a detailed way. The
classification of the group has been provided below in an organized table as follows;
Who are
they
What do
they must
know
Concerns Motivation
to visit the
resort
Barriers to
information
Best way to
reach
Couples Facilities of
the resort
and other
events
Road Safety
and lack of
proper
advertisement
Great stay
with modern
facilities
Absence of
proper
network
Social
Media and
calls
Single
persons
Facilities of
the resort
and other
events
Absence of
proper
advertisement
Modern
facilities and
activities
like Golf,
Skiing, snow
Absence of
proper
network
Social
Media

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biking
Couples
loving
pleasant stay
Different
recreational
events and
other
facilities
during their
stay
Road safety
and
avalanches
Recreational
events like
golf, music
and
promotional
events
Absence of
proper
network
Social
Media,
leaflets or
mails
Adventure
loving
groups
Adventure
sports apart
from skiing
Whether the
resort is
equipped to
provide
adventure
sports
Activities
like Golf,
Skiing, snow
biking,
Trekking
Absence of
proper
network
Social
Media
Messages
Messages/New Events Information
 Snow Biking  The snow biking event is a new addition to
the already present skiing event. The snow
biking event is for the ones who loves to
ride in the depth of the snow
 Music and festivals  Music and festivals in the hotel premises
makes the visitors stay relaxed and fresh
 Snow trekking  Snow Trekking is again another major event
that is for the people who loves adventure
Target media and Tactical Summary
Target market Channels Activities Materials
Couples Social Media and calls
(Facebook, Twitter,
Instagram)
Regular posts of new
offers and pictures of the
events
Social media Content,
infographics

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Single persons Social Media (Facebook,
Twitter, Instagram)
Regular posts of new
offers and pictures of the
events
Social media Content,
infographics
Couples loving pleasant
stay
Social Media, leaflets or
mails (Facebook,
Twitter, Instagram)
Regular posts of new
offers and pictures of the
events and mail explain
the facilities
Social media Content,
infographics
Adventure loving groups Social Media (Facebook,
Twitter, Instagram)
Regular posts of new
offers and pictures of the
events
Social media Content,
infographics
Compilation in a Table
Tactics (How? Channel and
material)
Timing Audience Objective
Key Message 1  Snow Biking 9AM to
3PM
Adventure
loving
persons and
couples
Engaging the
persons in
adventure
activities
Key Message 1  Music and festivals 5 PM to 9
PM
Pleasure
stay loving
couples and
persons
Making the
people relax
and stay fresh
Key Message 2  Snow trekking 11AM to
11AM (24
Hours)
Adventure
loving
persons and
couples
Engaging the
persons in
adventure
activities

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Press Release 1
For Immediate release: Sun Peaks, BC (January 26, 2020): This is to inform that the
management of Sun Peaks Resort has brought in a new form of entertainment for the
adventure loving people this winter. We have arranged a totally new dimension of adventure
sports and adventure trails this winter for the selected few who are ready to experience the
ultimate thrill. Though each year we welcome thousands of visitors just for skiing and other
side events, the start of snow biking and snow trekking will surely add a new dimension to
the world of the people who loves to gain the maximum thrill in their weekends. The events
have already started from the 20th of January and will continue until the 31st of March.
Starting from 9 AM in the morning, the snow biking event will continue in phases until 3 PM
in the evening. While the snow trekking event will continue from 11 AM in the morning until
11 Am the next day. Bookings can be done online through
www.sunpeaksresortbookings.com.
The creative events will surely add a strong value sun peaks facilities. The management
hopes to present the fun loving guys with the ultimate adventure within these events.
More information can be available online on:
www.sunpeaksresort.com
Media Contact:
Brandon James, Chief Marketing and Events Officer
Sun-Peaks-Resort-LLP
P: 250-299-2032

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Press Release 2
For Immediate release: Sun Peaks, BC (January 26, 2020): This is to inform that the
management of Sun Peaks Resort has brought in a number of new events in the form of
music festival, food festival, light shows and many others for people loving a pleasant and
comfortable stay in Sun Peaks Resort this winter starting from 20th of January, 2020 till 31st
of March, 2020. The events that will start from 5 PM will continue till 9 PM and will involve
a number of innovative variations.
The company hopes to provide the guests a great experience of their stay through these
events.
More information can be available online on:
www.sunpeaksresort.com
Media Contact:
Brandon James, Chief Marketing and Events Officer
Sun-Peaks-Resort-LLP
P: 250-299-2032
Media Alert
Contact: [Brandon James, Chief Marketing and Events Officer
Sun-Peaks-Resort-LLP]
[P: 250-299-2032]
Bushfire support event to be held on the 28th of January, 2020 at 5 PM. The residents and
staffs of the resort will spend a minute of silence for the bushfire victims and will organize a

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mass donation campaign for raising funds for the noble cause. Some high profile guests
including the mayor of Sun peaks, CEO of Sun Peaks tour Association and local officers will
grace the event. We invite all the media houses to cover this event. All the press cards will be
available at our media office on the day of the event from 1 PM.
Blog Post
Blog on Changes in Sun Peak operations
The major change that has been brought in the New Year is the introduction of a
number of attractive and new business ideas in the form of events. The management of Sun
Peaks Resort has seen a sharp decline in the tourist visits in the last year and the major reason
that came forward was the same old skiing that had already turned boring for most of the
tourists. The changing market is in pace with the changes in the mid of the consumers and
therefore, the resort management has ushered in a new era with the introduction of new
events like Snow biking, charity events, music and food festivals and snow trekking. The
management is hopeful that people will love this new change and will visit Sun Peak resort in
numbers.

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References and Bibliography
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International Symposium on Computational Geometry (SoCG 2018). Schloss
Dagstuhl-Leibniz-Zentrum fuer Informatik.
British Columbia's Bike, Golf & Ski Resort | Sun Peaks Ski Resort. (2020). Retrieved 27
January 2020, from https://www.sunpeaksresort.com/
Chengbo, W., Hui, X., & Wen, S. (2019). SPSE—a model of engineering multimedia
learning and training. Multimedia Tools and Applications, 78(1), 1149-1164.
Kantola, S., Uusitalo, M., Nivala, V., & Tuulentie, S. (2018). Tourism resort users'
participation in planning: Testing the public participation geographic information
system method in Levi, Finnish Lapland. Tourism management perspectives, 27, 22-
32.
Liao, X., Ren, X., & Wang, H. (2019). U.S. Patent No. 10,217,224. Washington, DC: U.S.
Patent and Trademark Office.
Newing, A., Clarke, G., & Clarke, M. (2018). Applied spatial modelling for retail planning in
tourist resorts. International Journal of Retail & Distribution Management.
Uusitalo, M. (2017). How to maintain naturalness in nature-based tourism resorts?:
approaches to assessments of landscape quality for tourism planning. fi= Lapin
yliopisto| en= University of Lapland|.