From NYC to the Slopes: How New York State Enticed City Dwellers to Belleayre Mountain with a Door Hangers Campaign
Door Hangers Campaign: As part of an effort to promote Belleayre Mountain during the winter season, New York State launched a highly targeted campaign aimed at urban residents in New York City. Using door hangers as the key in-hand media, the campaign highlighted the easy accessibility of Belleayre, inviting potential travelers to escape the city and hit the slopes with a simple, compelling message.
Campaign Overview
The campaign distributed 30,000 door hangers to households in dense, high-traffic areas of New York City, featuring a picturesque visual of the Belleayre mountains alongside the captivating message, “In just 2.5 hours, you could be here – Belleayre, always close.” The message was designed to remind busy New Yorkers of how quickly they could leave the city behind and enjoy the tranquility and excitement of a winter getaway in the nearby mountains.
Reach and Metrics
The campaign generated an estimated 2 million impressions, achieving a CPM range of $5 to $7. By specifically targeting neighborhoods with high travel potential, the campaign efficiently reached individuals likely to be interested in a quick winter vacation. The door hangers, strategically distributed and tracked via GPS, ensured the campaign’s reach was optimized for maximum exposure and effectiveness.
Engagement and Impact
The eye-catching artwork of Belleayre Mountain and the simple, aspirational message were designed to intrigue potential travelers. The concept of being “just 2.5 hours away” appealed to urban dwellers seeking a nearby adventure. The GPS-tracked door hanger distribution provided key insights into which areas of NYC responded most to the campaign, further enhancing the targeting of future efforts.
Key Benefits
Localized and Strategic Targeting: By focusing on specific NYC neighborhoods, the campaign effectively reached the target audience of city residents looking for a winter escape within easy driving distance.
High-Quality Impressions: The use of compelling visuals and clear messaging helped create a strong connection with recipients, resulting in an estimated 2 million impressions at a cost-effective CPM of $5 to $7.
Actionable Call to Action: The phrase “In just 2.5 hours, you could be here” created a sense of immediacy and convenience, positioning Belleayre as an attractive, accessible destination for winter sports enthusiasts or those simply looking to get away from city life.
This campaign demonstrates how New York State cleverly used door hangers to entice New Yorkers to visit Belleayre Mountain, effectively delivering a memorable and engaging message directly to their homes. By promoting the proximity of Belleayre, the state helped drive interest in winter travel to this picturesque destination, showcasing the effectiveness of in-hand media to boost tourism.
