Resorts Operator Picks Unica's Affinium

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Unica Corp. said yesterday that Intrawest Corp., an operator and developer of village-centered resorts across North America, selected Unica's Affinium to deliver customer-driven marketing programs to increase acquisition and renewal rates.


Intrawest will use Affinium's campaign management and predictive modeling and segmentation capabilities to increase ski card and pass renewals, upgrades and new card and pass purchases through multi-tiered, multi-touch-point programs that target customers in the pre-season and in-season buying periods.


Intrawest, Vancouver, also will use Affinium to improve its programs to promote lodging packages and other cross-sell and upsell opportunities.


Intrawest conducts a variety of complex multi-wave marketing campaigns yearly, including trigger-based efforts for its lodging initiatives. Intrawest will welcome and upsell lodging customers through e-mail and direct mail offers for products, such as ski school and ski rentals, as well as provide relevant links, such as snow conditions and weather forecasts, just prior to arrival.


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