Canyons Resort

Case Study: Resort Renovation

Objective:

• Raise awareness for the newly re-invented Canyons Ski Resort, the third-largest ski resort in the U.S., following a $50 million enhancement project that included the first heated chairlift in North America, 400 acres of new terrain, vastly improved snow-making capabilities, a new zip-line circuit and nine new restaurants.

Execution:

• Orchestrated an aggressive media relations plan that leveraged Murphy O'Brien's strong relationships with the travel, lifestyle and outdoor/ski media.
• Focused media outreach on wide-reaching national broadcast and print targets.

Results:

• Coverage included "The Bachelor" two-hour episode shot at Canyons Resort that aired during ski season), The New York Times, The Wall Street Journal, Town & Country and Westways.
• As of August, 2012, our PR campaign has delivered a 36:1 ROI.