Media Plan for Sun Peaks Resort: Winter Tourism and Family Engagement

This media plan, prepared for Sun Peaks Resort, outlines strategies to promote winter activities and attract families between January 20 and March 31, 2020. The plan includes a press conference to disseminate information about winter attractions, online contests on social media, and a storytelling contest on the official website. It also details the promotion of events such as Alpine Fondue & Starlight Descent, Bungee Trampoline, Cat Trax Groomer Rides, Dog Sled Tours, and Fat Biking. Additionally, the plan incorporates the production of press releases, a media alert, and a blog post to engage both visitors and the media. The media plan aims to highlight Sun Peaks as a diverse winter tourism destination, emphasizing family-friendly activities.

Running Head: MEDIA PLAN
MEDIA PLAN
Name of the Student
Name of the University
Author Note

1MEDIA PLAN
1. Media Plan. Prepare a Media Plan for the time period between Jan 20
and March 31, 2020. Use the template provided in class. How will you engage
potential visitors to the area through the media? How will you engage the
media to show interest and create coverage of tourism potential in the area?
Remember, your plan should include both an emphasis on what visitors can
do here as well as information on how families can be involved at Sun Peaks. -
Several elements of public relation will be used, in order to disseminate information regarding
winter activities offered by Sun peak Resort. The purpose of this
Attracting the attention of the Visitors around the Globe through Press
Conference and intervention of Print and electronic media.
On the Jnuary 20 of 2020, a press conference will be arranged, by the public relation
officer of Sun peaks, with an aim to disseminate the winter attractions, for the tourists all over
the world (Sunpeaksresort.com, 2020). In other words, the press conference will be arranged
with the purpose of changing perception of the travelers, that only during the season of summer,
Sun Peaks Resort becomes the paradise to the voyage mongers (Sunpeaksresort.com, 2020).
Along with this, this press conference will be considered as a media strategy of the public
relation officials of Sun Peaks Resort, to break the image of Sun Peak Resort as a vast resort
situated in British Columbia Canada, which is considered to be ski-lovers’ paradise
(Sunpeaksresort.com, 2020).

2MEDIA PLAN
During the initial phase of the press conference, a brochure along with the press release
will be distributed to the attendees, which will restate as well as redefine the purpose of the press
conference (Cheek, et al., 2013).
The media which will be invited are-CBC British Columbia. Mass Media, OMNI Television
British Columbia. Television Stations, Momentum Magazine,The Tyee Ca
Both the brochure as well as press releases will be distributed to the special guests like
print as well as electronic media (Korioth, 2016).
The brochure distributed to the
Fun contests online:
Promotion of the winter attractions offered by Sun Peaks, will be done using over social
media. In this context, online contents will be arranged (Sunpeaksresort.com, 2020). Peaks will
occur Surprise Follower Giveaways, Creative Photo Contests, Biggest Fan Photo Contests,
Voting Promotions. Creative teaser making, creative brochure making, creaytive Video Contest,
will be conducted online over the official website of Sun Peaks (Sunpeaksresort.com, 2020).
High demand for the hotels is due to the large amount of international visitors. According to the
reports, over 9 million international visitors folks together in Australia every year. Fluctuation in
the international arrivals occurs due to the economic as well as political instability in Australia
( 4.9% in 2018 to 7.5% of the average growth during last three years). Australian dollar is

3MEDIA PLAN
forecast to stay at a lower level which in turn induces the growth of the hotel industry. Increase
in the rate of the domestic over-night trips after the globalization, due to the liberalization in the
international trade which raised the demand for hotels in Australia. In order to cope up with the
increasing demand for hotels, most of the hotels in Australia are providing extended features to
the customers, renovating rooms. Renovation leads to an increase in the hotel charges leading to
the profit maximization in the hotel industry of Canada (Ridley, et al., 2013).
Blogs in Official Website:
• The travelers who have travelled Sun Peaks , previously, will be encouraged to share
theior experience stories. In this context a storytelling contest will be arranged
(Sunpeaksresort.com, 2020). The first 20 best stories will be selected as the most creative
stories. The selected stories will be then published over the blog story section, on the
basis of a weekly rotation. Some of them will also be published on the famous travel
magazines of British Columbia with the [pictures of the amenities offered by Sun Peaks
(Sunpeaksresort.com, 2020). These involve Luxury rooms, Swimming Pools. Gym and
fitness equipments, Living close to nature, Luxury and healthy foods, Ball rooms with all
facilities for the arrangement of functions and buffet, Conference rooms with all facilities
for the arrangement of business meetings and events (Katz, 2016).
Instagram page posts:
The photography of the winners of the creative photo contests occurred online, via the
official website of Sun Peaks will be published over the instagram pages. In this case the topics
of the photography will be rides and adventurous sports can be enjoyed at Sun Peaks during
winter (Sunpeaksresort.com, 2020). This will accelerate the promotion of the winter activities
(Bandyopadhyay, 2016).

4MEDIA PLAN
Activity
Jan 20-
Jan 31st
Feb 1-
Feb 14
Feb 15-
Feb 29
March 1 -
March 14
March 15 -
March 31
Alpine
Fondue &
Starlight
Descent
Launching of
the event on
20 th will be
conttinued
till 31st of
Jan. A press
conference
will be
organized on
the
inauguration
day to
disseminate
the purpose
Alpine
Fondue &
Starlight
Descent
will be
continued
Alpine
Fondue &
Starlight
Descent
will be
continued

5MEDIA PLAN
as well as
significan ce
of this
event. This
will be
covered by
popular print
and
television
media of
British
columbia
Bungee
Trampolin
e
In order to
attract
visitors for
the activities
like Bungee
Trampoline,
an online fun
contest will
be organized,
in which the
partcicipants
have to the
pictures of
the most
adventurous
sports they
tried ever.
The most
adventurous
sports as
well as as
most
beautiful
pictures will
be the
winners. The
first 10
winners will
receive
discounts for
all the
attractive
sports and
rides
Visitors
will be
allowed to
engage in
Bungee
Trampoline
this activity
on and
from Feb 1
Bungee
Trampoline
will be
continued
Bungee
Trampoline will
be continued till
March 14

6MEDIA PLAN
arranged by
Sun Peaks
Cat Trax
Groomer
Rides
On and from
the 20 th of
january
foreign
tourists as
well as the
local visitors
will be
allowed to
enjoy this
ride.
Visitors
can
continue
enjoying
this
recreational
ride
Canadian
Travel
channel will
be invited
to arrange a
travel show,
which will
convey the
visitors all
over the
world about
the
attractions
like Cat
Trax
Groomer
Rides along
with other
rides which
are
offerered
during the
time period
Dog Sled
Tours
Another joy
ride will start
from 20 th of
January
Visitors
can
continue
enjoying
this
recreational
ride
Visitors can
continue
enjoying
this
recreational
ride at a
low cost
During Marrch
There will be
online contests
regarding
creative
photography.
The
Fat Biking Fat biking
will be
allowed to
the
adventure-
crazed
visitots on
and from
20th January
Along with
all other
rides Fat
Biking will
be
available
for the
tourists
Along with
all other
rides Fat
Biking will
be available
for the
tourists
An event of Fat
Biking race will
be arranged on
the first
March.A Fat
biking race will
be arranged by
Sun Peaks
which will be
covered by the
indigenous print
media
(Sunpeaksresort.

7MEDIA PLAN
com, 2020).
Media Room Content. As part of your media plan, you must produce 2 Press
Releases, 1 Media alert (story ideas), and 1 Sun Peaks Resort blog post.
Remember to select topics that are designed to encourage visitors and
especially families and/or that provide excellent information for tourists, as
well as tourism providers about Sun Peaks offerings
Press Release 1:
Alpine Fondue & Starlight Descent
A warm invitation which is waiting at the Sunpeaks, for the lovers of Canadian delicacy
as well as Swiss music (Sunpeaksresort.com, 2020). In other words, Alpine Fondue & Starlight
Descent, at the Sun Peak will provide the tourists fine dine containing the essence of Europe as
well as Swiss delicacy (Sunpeaksresort.com, 2020). Under this program, an ambience of Swiss-
style village will be created mouth-watering meat as well as decadent chocolate will be offered at
Swiss-style fondue centers. This event will be continued on and from Jnuary 20 to January

8MEDIA PLAN
31st.The press release will contain the information relevant to the press conference will
disseminate the venue as well as menu and other attraction relatioed to hearty three course of the
fondue meal as well as the traditional Swiss music, which is altogether offered at Sun Peak, in
the name of Alpine Fondue & Starlight Descent (Ryan, 2015).
Press Release 2:
Fat bike competition
The second press release will contain information relevant to the Fat bike competition
which will be arranged on the very first day of March. According to the reports, over 9 million
international visitors folks together in Australia every year. Fluctuation in the international
arrivals occurs due to the economic as well as political instability in Canada, the average growth
during last three years). Australian dollar is forecast to stay at a lower level which in turn induces
the growth of the hotel industry. Increase in the rate of the domestic over-night trips after the
globalization, due to the liberalization in the international trade which raised the demand for
hotels in Australia. In order to cope up with the increasing demand for hotels, most of the hotels
in Australia are providing extended features to the customers, renovating rooms. Renovation
leads to an increase in the hotel charges leading to the profit maximization in the hotel industry
of CanadaAn event of Fat Biking race will be arranged on the first March. A Fat biking race will
be arranged by Sun Peaks which will be covered by the indigenous print media
(Sunpeaksresort.com, 2020). The competition will ocuur during March 1 to the 14 th of March
(Melchiorre & Johnson, 2017).

9MEDIA PLAN
References:
American Academy of Pediatrics. (2017). Family media plan.
Bandyopadhyay, S. (2016). How a Cost-Effective Social Media Plan Can Make a Difference for
Small Businesses. Journal of the Indiana Academy of the Social Sciences, 19(1), 4.
Cheek, R. G., Ferguson, T., & Tanner, J. (2013). Consumer-centric strategic social media plan
for small and medium-sized enterprises. International Journal of Business and Social
Research (IJBSR), 3(1).
Faraj, A. A. (2014). Designing a social media plan for food business in Saudi Arabia.
Katz, H. (2016). The media handbook: A complete guide to advertising media selection,
planning, research, and buying. Routledge.
Korioth, T. (2016). Family Media Plan helps parents set boundaries for kids. American Academy
of Pediatrics News.
Korioth, T. (2016). Family Media Plan helps parents set boundaries for kids. American Academy
of Pediatrics News.
Melchiorre, M. M., & Johnson, S. A. (2017). Finding new ways to reach older students: Creating
a social media marketing plan for professional and continuing higher education
programs. The Journal of Continuing Higher Education, 65(2), 73-81.
Ridley, S., Steigelfest, D., Briggs, B., Clabaugh, J., & O'brien, J. (2013). U.S. Patent No.
8,478,650. Washington, DC: U.S. Patent and Trademark Office.

10MEDIA PLAN
Ridley, S., Steigelfest, D., Briggs, B., Clabaugh, J., & O'brien, J. (2013). U.S. Patent No.
8,447,659. Washington, DC: U.S. Patent and Trademark Office.
Ryan, D. (2015). Understanding social media: how to create a plan for your business that works.
Kogan Page Publishers.
Sunpeaksresort.com. (2020). British Columbia's Bike, Golf & Ski Resort | Sun Peaks Ski Resort.
Retrieved 30 January 2020, from https://www.sunpeaksresort.com/