Case Studies > Tourism > Gunnison Crested Butte
TAPP Hits the Mark: Data-Driven Strategy Confirms Target Audience for Gunnison Valley Tourism
Partnering with RMG, TAPP validates ad reach to extreme skiers in key markets and strengthens agency alignment.
Highlights
First-of-its-kind partnership
TAPP became RMG’s first western-based client, pioneering the use of advanced targeting tools to assess and optimize destination marketing efforts in Gunnison Valley.
Precision Targeting for a Niche Audience
Focused on extreme skiers and mountain bikers, TAPP sought to ensure their media investments were reaching the right thrill-seekers. RMG helped them confirm that their visuals, copy, and channels were connecting with the intended audience.
Feeder Markets Validated with Confidence
Through targeted ad campaigns and demographic matching, RMG validated that California, Colorado, and Texas were indeed the top visitor sources.
Empowering Agency Collaboration
With over 150 matched demographics and clear performance indicators, TAPP’s media agency was armed with actionable insights, strengthening trust and alignment with RMG to drive future success.
about
The Gunnison Crested Butte Tourism Association, or TAPP for short, has a mission to provide marketing to the region of Gunnison Valley and to grow their economy with overnight visitation revenues and filling airline seats. This DMO happens to be the first western client for RMG.
Challenge
TAPP had a marketing goal of targeting extreme skiers as they are a ski town with mountain resorts. They had been curious whether their media investments were targeting the right people and if they were missing potential visitors.
strategy
TAPP had primary feeder locations in California, Colorado, and Texas residents. They wanted to validate these findings from a year ago to better understand their markets. RMG drove these findings through targeted advertisement campaigns to ensure money was being spent on the right people. SmartPIXL was then used to deliver emails of people in these markets for ongoing engagement.
solution
This strategy lead to validation of TAPP’s strategy so they could confirm that their advertisement buys were correct. Their advertisement agency was informed with this information and formed a positive relationship with RMG.
results
All findings confirmed TAPP’s strategy of targeting extreme skiers and mountain bikers in their key feeder markets of California, Colorado, and Texas.
Through targeted ad campaigns, TAPP validated the effectiveness of their media spend—proving that their creative assets (images, copy, and landing pages) were resonating with the right audience.
RMG delivered over 150 demographic insights on matched site visitors, including age, income, geography, and interests. These self-reported attributes aligned strongly with the intended audience, affirming that both TAPP and their agency had successfully reached their target market.
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