- To create awareness of Blue Mountain as a premier Canadian resort and develop a permission database of prospective resort property timeshare purchasers.
- Develop “Dreams Come Blue” contest in 2 phases
- First phase attracts target audience and builds permission database which segments and profiles subscribers
- Second phase develops relationship with subscriber base for period of 8 months
- Include refer-a-friend viral marketing component
- Total contest entrants exceeded 4,100
- 30% entered through refer-a-friend component
- 15% indicated that they own vacation property