JP's Place!

Here is one TV commercial from Whistler Blackcomb for the 2010-2011 winter season.

Like many people in Vancouver/British Columbia, I can’t wait to get on the slopes for the first time this season! Apparently, the snow is falling at a good pace; let’s hope it stays this way! Anyhow, I wanted to see what was Whistler Blackcomb’s approach to its consumers this year.

I know TVcommercials are only a part of their marketing strategy, but I think it is still an important element of it. Mainly, this ad emphasize the fact that buying tickets, trip packages, passes or “Edge cards” early makes you save money in the long run. This is a current practice in the ski and board industry. I’m pretty sure it is also a very effective practice because it insures mountain resort owners a certain and secure early revenue on which they can build their strategy and manage their advertising efforts afterwhile.

The concept with the videos inserted in boxes is interesting. Transitions are easily and efficiently done this way. Also, the commercial is really short (16 seconds) which is a mean to reduce costs because TV broadcasting time is quite expensive. Even though the ad doesn’t last long, Whistler Blackcomb succeeds into delivering its message appropriately. Personally, I would have liked to see more landscapes of Whistler because I’ve never been there, but I think this commercial principally target consumers who generally know the mountain well because they live in the region.

For the people who have never experienced Whistler Blackcomb, it may be more like a teaser to attract them to the resort in order for them to see the actual beauty of the landscapes and to taste the pleasure the slopes provide!! I think I’ll be part of those who will fall in the “trap”, if there is actually one!