Marketing Media Plan for Sun Peaks Resort: Winter Family Tourism

This project presents a comprehensive media plan developed for Sun Peaks Resort, a popular destination in the Kamloops area, with the primary goal of attracting more families during the winter season. The plan begins with an introduction, outlining the purpose and scope of the document, followed by a background and justification that analyzes the current situation, challenges, and opportunities faced by the resort. The communication objectives are clearly defined, aiming to increase family visits, revenue, and occupancy rates. An audience assessment identifies families as the target demographic, emphasizing the resort's appeal for winter activities. The plan details key messages, including the resort's diverse offerings, special programs for children, and family-friendly events. It outlines a tactical summary, specifying the use of social media marketing, website communications, and travel magazines to disseminate information. The strategies section provides a detailed breakdown of tactics, channels, materials, and timing, with a focus on achieving the communication objectives. Specific communication examples, including social media content, press releases, media alerts, and blog posts, are provided to illustrate the implementation of the plan. The project concludes with a list of references and includes appendices with sample press releases, a media alert, and a blog post, all designed to enhance the resort's visibility and attract family visitors. The media plan is designed to present Sun Peaks as an ideal location for diverse winter tourism.

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

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Table of Contents
Introduction......................................................................................................................................2
Background and Justification..........................................................................................................2
Communication Objectives.............................................................................................................3
Audience Assessment......................................................................................................................3
Messages..........................................................................................................................................4
Target Media and Tactical Summary..............................................................................................4
Strategies used.................................................................................................................................6
Specific Communications................................................................................................................7
References........................................................................................................................................9
Appendix........................................................................................................................................11
Press release 1................................................................................................................................11
Press Release 2..............................................................................................................................12
Media Alert....................................................................................................................................12
Blog Post........................................................................................................................................13

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Introduction
The Sun Peaks resort is one of the most popular resorts as present in the Kamloops area
and tends to cater to the overall needs of the different families and individuals who would like to
visit the area in order to gain relief from their daily lives (Sunpeakresoirt.com ,2020). Hence, the
primary focus of the Sun Peaks is to attract families for the rest of the Winter and in
consideration of this, the given Media Plan will be essentially focusing on the ways in which the
Sun Peaks resort can attract more customers and how they can convince the target audience of
the different areas in order to increase their sales. The media plan will follow a structured format
whereby the background of the enterprise will be followed by the communication objectives.
Addition to this, the media plan will also outline the messages to be used, the target segment and
the Tactic summary.
Background and Justification
The Sun Peaks Resort tends to offer a variety of services to the different guests at the
resort such as the skiing services, peak pride activities, the shoe run race, food festivals, slalom
race, pool waters and the Easter eggstravaganza (Sunpeakresoirt.com ,2020). Hence, in
consideration of this, the enterprise has been searching out for various ways in which it would be
able to attract the different customers towards the enterprise. In consideration with this, the
media plan is critical to prepare as it will assist in increasing the number of visitors to the
enterprise. In association with this, it will also let the different visitors to know about the
different services which are being offered by the enterprise in addition to ski activities (Clow,
2016). Hence, the media plan aims to see to it that the popularity of the enterprise can be
increased effectively and the different guests who are the usual visitors to the enterprise are

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provided an idea about the different services and festivals as well. The firm will be facing
challenges in letting people know about their facilities but at the same time, they would be
attaining considerate opportunities in the form of social media and the other forms of marketing
so as to make their offerings popular (Dwivedi, Kapoor & Chen, 2015).
Communication Objectives
The communication objectives which have been designed for the particular media plan can
be mentioned to be as follows:
1. The plan aims to attract 200 families over the next 3 months
2. The enterprise intends to earn a profit of $200000 over the 3 months
3. The enterprise aims to attain 90% occupancy rate in the next 1 month.
Audience Assessment
The audience which the enterprise aims to cater to can be the families. The resort
experiences a considerable population of different members who are essentially travelling solo
however, the resort lacks those members who belong in a family and will be essentially able to
utilise all the different facilities and programs which the enterprise has to offer (Bandyopadhyay,
2016). In consideration to this, the resort has aimed to target the families who will be able to
make use of the different facilities of the hotel and help in filling up the occupancy rate of the
resort faster and help it to earn higher revenues (Camilleri, 2018). The audience needs to be
made aware that the Sun Peak resort is quite available for the families who want to detox, enjoy
the winters and take advantage of the different facilities which are provided by the resort. The

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families can be reached out using the Social media as a medium and in consideration with this,
the families can also be reached out using mediums like email marketing and print media.
Messages
Points to deliver
1. The Sun peak resort offers various services like the skiing services, peak pride activities,
the shoe run race, food festivals, slalom race, pool waters and the Easter eggstravaganza.
2. The resort has its own kids center whereby specialised trainers to assist the kids are
present. This gives a chance to the parents to spend time on their own self development.
3. The sun peak resort has various camps, lessons and programs with the assistance of
which the overall experience of the visitors can be enhanced (Ots & Nyilasy, 2017).
4. There are Town events and other such programs held regularly in order to make the
different visitors life happy and satisfied.
Key messages
1. We at Sun Peak resorts offer various festivals and programs for children, adults and the
elderly in order to make your winters happy and joyful!
2. We offer food, shopping, childcare and other social events to the families.
3. Special offers for families and early bookings! Book your Winter Bonanza now!
All these messages are targeted to the different families and will be delivered via various
mediums such as the social media marketing, website communication and community centers
(Andrews & Shimp, 2017).

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Target Media and Tactical Summary
The targeted Medias which will be used for the media plan can be mentioned to be as follows:
1. Social media marketing
Through the social media marketing activities, the Sun Peak resort will be
targeting various mediums such as the Instagram, Facebook and the Twitter in order to
communicate with the families.
Materials used: Fact sheets, videos and customer experience testimonials will be made
use of in order to reach out to the different customers (Tuten & Solomon, 2017).
Activities: The firm intends to run various contests and consider consumer testimonials
in order to assure that, the customers can be reached out effectively.
2. Website communications
The website communications can be considered to be another set of marketing
activities which the resort can make use of. In consideration of this, it is essential to
consider that, the enterprise would be required to display and communicate through the
websites.
Materials used: Videos, fact sheets and statistics
Activities: Various offers can be provided.
3. Travel magazines
The travel magazines can be considered to be another source of marketing
activities which can be essentially made use of by the resort to display their overall
offerings and activities.
Materials used: The materials used will be fact sheets, brochures and other images and
customer testimonials (Sunpeakresoirt.com ,2020).

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Activities: The firm will run various contests with the help of whom the customers can
be targeted accordingly.
Strategies used
Key message Tactics (How? Channel and
material)
Timing Audience Objective
We at Sun Peak
resorts offer
various festivals
and programs for
children, adults
and the elderly in
order to make
your winters
happy and joyful!
Social media marketing
Materials used: Fact sheets,
videos and customer
experience testimonials will
be made use of in order to
reach out to the different
customers
Activities: The firm intends
to run various contests and
consider consumer
testimonials in order to
assure that, the customers
can be reached out
effectively.
4 weeks Family
members
To attain
100%
occupancy
We offer food,
shopping,
childcare and
Website communications
Materials used: Videos, fact
3 weeks Family
members
To earn
greater

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other social
events to the
families.
sheets and statistics
Activities: Various offers
can be provided.
revenues
Special offers for
families and
early bookings!
Book your
Winter Bonanza
now!
Travel magazines
Materials used: The
materials used will be fact
sheets, brochures and other
images and customer
testimonials.
Activities: The firm will run
various contests with the
help of whom the customers
can be targeted accordingly.
Once
every
week
Family To be able
to build the
brand
image.
Specific Communications
1. Social media marketing
Target audience: Young families
Objective: Higher sales
2. Travel Magazine

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Target audience: Large Families and Young couples
Objective: Higher occupancy rate
3. Website communications
Target audience: Budgeted families
Objective: Promotional offers and better brand image.

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References
Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
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.
Camilleri, M. A. (2018). Integrated marketing communications. In Travel marketing, tourism
economics and the airline product(pp. 85-103). Springer, Cham.
Clow, K. E. (2016). Integrated advertising, promotion, and marketing communications. Pearson
Education India.
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. The
Marketing Review, 15(3), 289-309.
Ots, M., & Nyilasy, G. (2017). Just doing it: Theorising integrated marketing communications
(IMC) practices. European Journal of Marketing.
Sunpeakresoirt.com (2020). Sun peak resort [online]. Available at:
https://www.sunpeaksresort.com/events-things-to-do/sun-peaks-for-families (Retrieved
on: 28 Jan 2020).
Sunpeakresoirt.com (2020). Sun peak resort [online]. Available at:
https://www.sunpeaksresort.com/ (Retrieved on: 28 Jan 2020).

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Sunpeakresoirt.com (2020). Sun peak resort [online]. Available at:
https://www.sunpeaksresort.com/events-things-to-do/sun-peaks-for-families (Retrieved
on: 28 Jan 2020).
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.

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Appendix
Press release 1
For Immediate release: Sun Peaks, British Columbia (January 27, 2020):
This release has been issued to inform the various loyal guests at the Sun Peaks resort that a new
form of entertainment and festivals has been introduced for the winter season. Adventure sports
and trails along with various carnivals have been introduced for those customers who would like
to engage in an enjoyable family time. Throughout the year, the resort is visited by various
guests who enjoy snow biking and snow trekking and would like to add a new dimension to the
experience of the resort. Hence, guests who have not experienced this are being invited to
experience two months of winter Bonanza which starts from 8am in the morning to late
afternoon. For more information and booking contact: www.sunpeaksresortbookings.com.
Additional details will be provided on:
www.sunpeaksresort.com
Media Contact:
Garry Stone, Head marketing manager
Sun-Peaks-Resort, BC
Ph.: 303938-303939