American Skiing Company All For One Passholder Community

Client Background American Skiing Company, owner of northeast mountain resorts- Killington, Mount Snow, Attitash, Sugarloaf and Sunday River. Goals: To explore opportunities within social media To unite passholders given the social nature of skiing To add value to the passholder experience To build brand advocacy and encourage cross-resort utilization Affinitive Solution Launch MyA41 Program A private branded online community that gathered, connected and engaged All For One Passholders.

Client Background

American Skiing Company, owner of northeast mountain resorts-

Killington, Mount Snow, Attitash, Sugarloaf and Sunday River.

Goals:

To explore opportunities within social media

To unite passholders given the social nature of skiing

To add value to the passholder experience

To build brand advocacy and encourage cross-resort utilization

Affinitive Solution

Launch MyA41 Program

A private branded online community

that gathered, connected and engaged

All For One Passholders.

Challenges and Solutions Nobody had done this before Detractors existed How to measure success

Nobody had done this before

Detractors existed

How to measure success

Promoting the Program

Engaging Content & Activities

Engaging Content & Activities

Brand Engagement & User-generated Content

Brand Engagement & User-generated Content

Brand Engagement & Viral Exposure

Brand Engagement & Viral Exposure

Passholders Were Given An Identity and Voice

I don't know how I could have, I think I logged on every day except for those that I was away skiing. I skied far more as a result of being a member of this community. THANK YOU very much for hosting a community full of fun and entertainment. It was a way to connect with other ski enthusiasts and to get reports on the conditions and perspectives of others for each of the resorts as far as peoples favorite trails and places to eat and or stay in the areas that I wasn’t as familiar with. I loved all aspects of this community. This has proven to be a very effective way to not only meet other members of the a41 community, but also have a direct way to interact with the administration in a way that got things done when needed and provided an invaluable source of info. Wow, at least I am skiing black diamonds somewhere! I am probably the least skilled skier on this website, so its great to make the elite at something related to skiing. It has been a lot of fun to read and see and share with everyone here. I've had the most skiing fun in 30 years...thanks Passholder Testimonials

I don't know how I could have, I think I logged on every day except for those that I was away skiing. I skied far more as a result of being a member of this community. THANK YOU very much for hosting a community full of fun and entertainment.

It was a way to connect with other ski enthusiasts and to get reports on the conditions and perspectives of others for each of the resorts as far as peoples favorite trails and places to eat and or stay in the areas that I wasn’t as familiar with. I loved all aspects of this community.

This has proven to be a very effective way to not only meet other members of the a41 community, but also have a direct way to interact with the administration in a way that got things done when needed and provided an invaluable source of info.

Wow, at least I am skiing black diamonds somewhere! I am probably the least skilled skier on this website, so its great to make the elite at something related to skiing. It has been a lot of fun to read and see and share with everyone here.

I've had the most skiing fun in 30 years...thanks

Program Results