To enhance the visitor trip-planning and travel experience at Blue Mountain Ski Area, the ski resort recently partnered with JPL to launch a new, more user-friendly website and mobile version of the site. Also part of the campaign is a digital marketing and search engine optimization strategy that provides more detailed insights into website traffic and user behaviors in order to streamline the user experience and drive online ticket sales.
With the highest vertical peak in the state of Pennsylvania, Blue Mountain Ski Resort is a top mid-Atlantic winter travel destination. From extreme snowboarding and skiing to bunny slopes fit for beginners, Blue Mountain offers skiing for the whole family. As the resort continues to build out year-round travel attractions, including a summer concert series and an autumn harvest festival, the new website and digital marketing efforts will better communicate upcoming events to resort visitors.
“Whether they’re on the mountain or at home planning their trip, reaching our guests on a platform that’s most convenient for them was essential in delivering a higher quality experience,” said Heidi Lutz, director of sales and marketing at Blue Mountain Ski Resort. “The new website and mobile site, coupled with an enhanced social media presence on Facebook and Twitter, is enabling us to reach visitors with the information they’re looking for, when they’re looking for it.”
To help guide website design, JPL leveraged web analytics and search insights to pinpoint which information was most important to site visitors. These insights led to the development of an At a Glance Widget located on the homepage that includes a live webcam, current slope conditions, weather and ticket information. A new Plan Your Visit page now makes trip planning seamless and convenient and the integration of a content management system helps Blue Mountain independently update its website with time-sensitive travel information. Research underscored the criticality of a mobile version of the website, which is used by both trip planners and skiers and snowboarders who are actually on the slopes. The mobile site makes it easy to purchase tickets, access trail maps, hours, directions and dining options, and browse daily events taking place at Blue Mountain.
“With many audiences, a mobile version of a website can have a huge impact on website traffic, which was certainly the case with Blue Mountain,” said Bill Kobel, vice president strategy and integrated communications at JPL. “Since the launch of the website and mobile site late last fall, we’ve seen web traffic from the mobile site increase to 30%, with visitors staying on the site 38% longer.”
The digital marketing campaign also supports Blue Mountain’s social media strategy through Facebook advertising, which in turn builds Likes and drives awareness.
Blue Mountain and JPL received a Silver Horizon Interactive Award in the Travel & Tourism category for the new website.
About JPL: JPL crafts strategically inspired communications that connect with people and affect what they do. JPL is an integrated agency specializing in digital, B2B marketing and advertising, media production and internal communications. Founded in 1989, the firm services leading regional, national and global organizations.
About Blue Mountain Ski Resort:
Blue Mountain Resort is Pennsylvania’s premier year-round destination for outdoor fun and adventure. Nestled amidst the breathtaking backdrop of the Poconos, Blue Mountain is close to home yet far beyond the everyday. From our pristine slopes and bike trails to our outdoor festivals and restaurant, Blue Mountain has something for everyone. We have the highest vertical in Pennsylvania and six terrain parks for amazing skiing, boarding and tubing. We also host concerts, weddings, special events, birthdays, camps for kids and so much more–all within the beautiful setting of our majestic mountains. So the next time you’re looking for fun and adventure in the great outdoors, look no further than Blue Mountain Resort. For more information, visit http://www.skibluemt.com or call 610-826-7700.