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Record Breaking Results with New Client Partnership ORDA

MSI is excited to announce a new partnership with the Olympic Regional Development Authority (ORDA) in New York. Established for the 1980 Winter Olympic Games, ORDA has transformed into a multifaceted hub for various sports and recreational activities. This includes iconic venues like the Olympic Center, Olympic Jumping Complex, Mt. Van Hoevenberg, Whiteface Mountain, Gore, and Belleayre. ORDA selected MSI as the agency to manage campaigns to help boost sales for their season passes across multiple mountain venues.

Strategy & Media Mix

The Season Pass campaign kicked off with crafting a strategic media mix to maximize results within the provided budget. Our key components led to a digitally charged approach aimed at reaching both searchers and mobile-first users, particularly on social media.

Key campaigns included:

  • Paid Search: We focused on branded, non-branded, and Performance Max campaigns, which ultimately produced strong results. This strategy included branded terms to reach users already familiar with these venues, as well as upper-funnel non-branded campaigns to capture new users. Performance Max further expanded our footprint across all Google-owned properties. Paid Search is a go-to for direct-to-consumer campaigns, as this platform offers direct conversion tracking from Google Ads, providing detailed reports on which campaigns and keywords drive the highest ROAS.

  • Social Media: Specifically on Meta, we employed upper-funnel tactics to drive further awareness of these mountains within a competitive marketplace. Skiers and snowboarders often have their "go-to" venues, so breaking through the noise was our primary goal. The niche interest targeting available on Meta allowed us to reach a higher number of users who were the exact target market for purchasing a season pass.

    • Attribution

    Beyond developing strategy and platform placements, we addressed a significant challenge: improving attribution and tagging to ensure a comprehensive understanding of the customer journey and return on ad spend. Every dollar counts, and precise tracking is essential for success.

    To gain a complete picture of campaigns, ads, and conversions, attribution can reveal which campaigns or ads are driving conversions and achieving a higher value. It also helps pinpoint specific areas for improvement through optimizations or reallocating funds from low-converting tactics. For any direct-to-consumer product, it’s essential to close the gap on areas of uncertainty to fully understand the customer journey.

    Season Pass Campaign Results

    The Season Pass campaign targeted Belleayre, Whiteface, and Gore mountains under the ORDA umbrella. The implementation of direct attribution, strategic media mix, and niche interest targeting led to remarkable results for ORDA:

  • 16,900 clicks
  • 460 attributed transactions
  • Return on Ad Spend (ROAS) of $7.86

    • While our first campaign for this new partnership was record-breaking, we’ve already kicked off subsequent campaigns focusing on venue events. If you’re interested in visiting one of these premier mountain venues, you’re in luck! The Belleayre Fall Fest is coming up on October 5 & 6 and October 12 & 13. This event is the perfect way to jump into the fall season, featuring scenic gondola lift rides, games, live music, and even a stein-holding contest!

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