Following a $15 million renovation during the Winter and Spring of 2013, the 5-star Topnotch Resort & Spa in Stowe, Vermont chose CM to design and execute a social marketing campaign to raise awareness of the property and update the brand image among urbane, affluent consumers in their late 20’s to late 30’s seeking an upscale resort for both winter and summer outdoor activities.


Working closely with the Topnotch marketing team, CM developed a sweepstakes concept called “Safari Vermont” in which one winner (and up to 5 guests) would claim a grand prize dream vacation/resort experience valued at nearly $10,000.00. In addition to promoting the contest to the intended demographic targets, the CM Social team was charged with growing the overall Topnotch Resort social program. To accomplish this, each social channel (Facebook, Twitter, Pinterest, Instagram, G+) was optimized to current best practices prior to the contest launch. An integrated editorial calendar balanced sweepstakes promotion with other resort calls-to-action for both social and PR executions. As a direct result of our campaign, The Topnotch social media “voice” evolved to engage their target audience on lifestyle topics related to travel, outdoor activities, spa treatments, gourmet food, fashion and more.


Our efforts generated more than three million social impressions; doubled the size of the (targeted) Facebook community; generated nearly 3,000 entries for Safari Vermont; and drove a significant increase in website traffic and incremental guest bookings. Social media proved to be a primary marketing vehicle for telling targeted audiences about the exciting renovation of Topnotch Resort.