Bright Ideas Masters the Mountain

The first case studies for this year's integrated marketing communications class are back, and Bright Ideas leads the way.

The case studies were of the Whistler Mountain Bike Park, a tourist and recreational destination activity in Whistler, British Columbia.

The gist of the report: "The Whistler Mountain Bike Park will increase ticket sales by targeting double-income couples with no kids (DINKs) with an annual household income exceeding $50,000. There are roughly 1.2 million people in this target audience throughout our chosen regional area of the Lower Mainland, BC and Washington State. As well, almost 47% of the yearly 1.6 million visitors to Whistler fall within this category. To achieve this we need these Whistler visitors to increase their visits to the Bike Park by 2-4%, or we need an estimated 0.01% of the total target audience population in our chosen region to attend the Bike Park once yearly."

The full report can be viewed by clicking on the attached link.