Vovia Client Profile – Lake Louise Ski Resort & Summer Gondola

Vovia has been working with Lake Louise Ski Resort and Summer Gondola for two years, helping to support their business in both the Summer and Winter months. During the summer, take a lift on the gondola to explore the Rockies’ amazing mountainous views from 2,101m (6,893 ft) up. Then bundle up nice and warm before you hit the slopes in the winter with over 4,200 acres of terrain and an abundance of runs suited to everyone from beginners to experts.

When the Covid-19 pandemic hit in 2020, no one could have prepared for the difficulties and challenges it would cause, but the tourism industry in particular took a significant hit. Nonetheless, the Lake Louise Ski Resort and Summer Gondola were quick to adapt to this new way of life by implementing plenty of safety precautions and have managed to continue to allow visitors to come and enjoy all the fun and beauty that the resort has to offer.

In fact, visitors were so keen to hit the slopes that we were ultimately forced to pause our integrated media campaign in support of the Lake Louise Plus Card only three weeks into the planned 2.5-month campaign. This is because sales of the Lake Louise Plus Card had far exceeded expectations, with sales figures already doubled compared to the same period in the previous year.

I caught up with our client James Fraser, the Director of Marketing at the Lake Louise Ski Resort, to get his take on the relationship between Vovia and Lake Louise Ski Resort and learn more about the exciting new features at the resort for the 2020/21 season.

How has the response been from visitors about the implementation of Covid-19 safety precautions at the resort this ski season?

The response from our guests has been overwhelmingly positive. The pandemic has undoubtedly given people extra motivation to get outside and enjoy recreational activities closer to home. Our number one priority for the 2020/21 season is keeping our guests and employees safe so that we can all enjoy a full season of fantastic skiing and riding at one of the best mountain resorts in North America. Our guests have been very receptive to the fact that this season looks different, understanding that Covid protocols are in place so that we all can continue enjoying everything that Lake Louise has to offer. While it took some getting used to at the beginning of the season, now it’s common for us to wear our face masks, maintain physical distancing, and frequently wash or sanitize our hands. We continue to receive positive feedback from guests expressing their thanks for everything we’re doing to stay open for the entire season. 

Our marketing shifted from promoting various products and programs to promoting safety at the resort for this season in many ways. Change has been constant as we continue to navigate through the challenges the pandemic has presented to us. Our teams have continued to be flexible, adapting to various government restrictions and remaining agile to address unforeseen problems and resolve them quickly. We are grateful to all of our guests who have chosen to visit us this season and sincerely appreciate their understanding and patience as we continue to operate amid this pandemic safely.

Anything new and exciting on the horizon for the Lake Louise Ski Resort?

We always have tons of exciting things to talk about, be it this season or beyond. This season we’re incredibly excited about the opening of West Bowl and 480 acres of new in-bounds terrain. With the West Bowl opening, we also have a new quad Summit Chair, giving quicker access to the new terrain and other areas of the mountain at higher elevations. The completion of both these projects for the 2020/21 season has the resort embarking on a new era. As our long-range plans start to materialize, Lake Louise Ski Resort guests will see enhancing terrain, facilities, and services for all visitors.

How would you describe the relationship between Lake Louise Ski Resort and Vovia?

The relationship between the Lake Louise Ski Resort and Vovia continues to be an ongoing collaboration of expert skills, talent and resources. The Vovia team is one of the most responsive and invested teams I’ve ever worked with. They endeavour to understand our needs and goals fully and are continually receptive to new ideas while staying on top of current digital (and traditional) marketing trends. I can always rely on the Vovia team to research and execute while also being a resource to my team and me whenever we need further advice or insight. In particular, this year has been a great testament to our working relationship, as we’ve had to remain fluid based on ongoing changes.

If you could describe Vovia in one word, what would it be?

Collaboration! Or Collaborative!

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Looking for other client stories? Check out our feature on Calgary Co-op.