They also favored the relative comfort of the packages, as well as the ultimate convenience. Web site development centered around a light, busy and colorful pattern. Heavy use of stock photography of the types of adventures offered were used. Long range strategy also included building a sense of community around repeat customers. Long range strategy also included cross linking their new web site with web sites devoted to sports and recreation, especially those devoted to their primary activities of skiing, rafting and kayaking.
Demographics dictate message, and browsing habits dictate placement of promotional activities.