With a “new and improved” store to serve existing and new customers alike, Breckenridge Market & Liquor of Breckenridge, CO, wanted to deliver a consistent message that it was a premier local, one-stop shopping destination. With a geographically targeted Comcast Spotlight multi-screen marketing campaign, the store was able to reach the right customers in the right area, efficiently and effectively.
Located in an area with significant tourist activity as well as local residents, the store’s advertising mix included a blend of TV channels with a high potential to be seen by both audiences. The media plan included ABC Family, A&E, Altitude (a regional sports network), Animal Planet, CNN, Comedy Central, Discovery, ESPN, ESPN2, Food Network, FOX News, History, Lifetime, MSNBC, MTV, Oxygen and the Weather Channel. Bolstering the reach of the TV plan, in-banner digital advertising on Xfinity.com used the store’s TV commercials, enhanced with links to a seasonal recipe page, a wine pairing guide and a map of the market’s location.
Breckenridge Market and Liquor surpassed its full year financial projections by mid-August, having already surpassed the previous year’s sales by that time.