WANDERful Marketing
We dubbed the Winter Wander Trail of Lights to be the premier holiday light show in all of Virginia, and the marketing had to live up to that billing.
As one of the most intensive multichannel marketing campaigns in the resort’s history, the Winter Wander Trail of Lights event was the focus of an overall strategy to drive maximum ticket sales and revenue. The annual plan is an in-depth venture that includes multiple mediums: print, digital and traditional radio and TV, organic and paid social media, influencers, direct mail, billboards, pay-per-click ads and more.
Over a five-year span, this plan garnered nearly 200,000 ticket sales for an event that generates approximately $1 million in annual revenue. Despite the staggering data, the most rewarding part of the event is seeing more than 40,000 smiling faces enjoying themselves with family and friends annually.
Fun fact: Our guests collectively walked enough miles on the Winter Wander trail to circle the earth five times!
