Case Study

How a Mountain Resort Reframed Their Value Proposition and Significantly Increased Site Traffic

After O’Rourke redesigned its website and deployed a full suite of new digital marketing strategies, The Mountain Club on Loon enjoyed a substantial increase in site traffic and greater visibility as Loon’s only year-round, slopeside resort.

How a Mountain Resort Reframed Their Value Proposition and Significantly Increased Site Traffic
21% Increase Organic search traffic percentage increased from 43% of total to 52%
12 to 1 Return on Ad Spend The lifetime return on ad spend from all paid channels
14.8% CTR The lifetime click-through-rate on Google PPC and Bing PPC

The Background

The Mountain Club on Loon is a resort at the base of Loon Mountain in New Hampshire’s White Mountains region. They are Loon Mountain’s only ski-in, ski-out accommodations and a four-season resort with exciting activities all year long.

The Challenge

The Mountain Club on Loon had long suffered with a website that was dated and functioned poorly. They lacked an effective digital marketing strategy and had no ability to track results or measure success. They also struggled with how to overcome perceptions of being a “club” which suggested to some that membership was required. 

And faced with a generation of older guests who were aging and whose activities were changing, Mountain Club needed to attract younger guests to replace them.

"Our ski resort began working with O’Rourke in 2018, on projects ranging from PPC and display banners to newsletters and reservation recovery emails. We’re happy to continue that working relationship in 2023, thanks to their quick turnaround, service offering, and expertise, especially regarding hospitality industry-specific marketing." Jeff M. - General Manager

The Solution

First O’Rourke tackled the positioning issue. The Mountain Club on Loon’s website wasn’t clearly conveying what made their resort special. What separated them from the rest of the pack? 

We executed a positioning project to create a new verbal and visual identity for the resort. This resulted in a clearer articulation of their primary value proposition: “Loon’s only slopeside resort for all seasons.”

That new positioning statement informed our overall approach to the website, driving the imagery, design and functionality. We also implemented a revamped set of digital marketing strategies across SEO, PPC, email marketing, social media and other paid advertising.

We continue advising The Mountain Club on Loon regularly, refining and adapting our approach to produce positive results.

How We Made It Happen

Better positioning and a marketing focus that played on their unique value proposition gave Mountain Club the boost they wanted. Check out the solutions and services that we provide to independent hotels and resorts

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