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Social-Only Campaign Draws Skiers to the Finger Lakes

(1/28/2021 – Syracuse, N.Y.)  ABC is using hyper-targeting to attract skiers and beginners alike to the resorts of Cortland County. The cold-weather campaign with placement exclusively on social media included stunning visuals to draw an audience in need of socially distant entertainment.

ABC targeted those with an interest in skiing near Cortland County and experimented with some placement near Rochester and Utica. The ads were intended to appeal to the safety-conscious while also generating awareness among seasoned skiers of four peaks within 30 minutes of each other.

The Ski Finger Lakes web page was armed with tracking pixels that followed visitors over to Facebook to create what is called a lookalike audience. This group was served ads that invited them to take some lessons. Over on Instagram, in-feed and story ads reinforced the message to similar audiences.