Because they build up to bountiful ski seasons, that's why. Which reminds me of Moonlight Basin, my client who went from a frou-frou add-on to a real-estate endeavor to a legitimate local's hill in one ad campaign flat. (Why the change? You must not be from here. They went bankrupt due to external factors, bye-bye, real estate driver.)
Our tactic—bond with real live skiers over shared winter weltanschauung, and...no, wait that's all.
The year these ads ran, Moonlight saw a 20% increase in skier visits. For comparison, a nearby competitor (really nearby...hint hint) saw only 4% more visits.
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