Archive

21 May

Posted at 18:33h in

Building on the success of the narrative-driven campaign from the last 4 seasons, we introduced a year-round platform to further build out the Live The Mountain positioning. Hardening Snowshoe’s leadership position in the Mid-Atlantic for both summer and winter, we wrote the first chapter of Mountain Rules. For a brand that delivers the quintessential mountain experience, it only seemed fitting to have an opinion or two on how to best Live The Mountain. Tongue-firmly-planted-in-cheek, that is. And for a brand that is highly social, Mountain Rules are a cornucopia of content throughout the seasons, that allow Snowshoe to bring even more cheekiness and likeability to an already much-loved brand....

24 Apr

Posted at 23:20h in

Not surprisingly, Johnson Controls’ merger with Tyco dominated the company's recent messaging to the financial analyst community. In order to also highlight the strong market potential of the company’s Power Solutions business, a separate Analyst Day event was organized. The goal was to convey the sense of optimism, confidence, and thought leadership that drives this part of the larger global enterprise. We were asked to help create the narrative, look, and feel for the experiential event. Our task was to showcase the Power Solutions division as a future-facing, solutions-oriented technology leader....

24 Apr

Posted at 23:19h in

The Limelight Hotel is the essence of the original Aspen - a community of fellow travelers looking for renewal of mind, body and spirit, camaraderie and adventure. It is also a timely response to an emerging customer need. In a market gravitating towards Millennial values - social interaction, unique experiences, and storytelling, it is a hospitality brand on the cutting edge. We were asked to make this Aspen success story “portable” through a new website, introducing the Limelight idea to Sun Valley and other like-minded places. We developed a web strategy based on qualitative and in-person research that translated the physical experience into the digital experience, by creating a community online that continually offers useful content in a fresh, Limelight way....

01 Apr

Posted at 23:28h in

Meijer’s rewards program “mPerks” drives business and loyalty across its 223 superstores in 6 states. The re-launch of the program allowed us to put the customer in the driver’s seat, acknowledging all that they do – with Meijer standing behind them as their ally in the quest to save money. The enhanced program development, new positioning and campaign for mPerks celebrates the customer in an empowering way: A rewards program as mighty as you. The biggest opportunity was to breathe new life and a more compelling story into the program – ultimately increasing use by converting 2MM non-mPerks customers (a 50% increase), and motivating current mPerks customers to engage deeper – and increase sales connected with mPerks by 63%....

26 Mar

Posted at 22:50h in

This summer, the Mountain Rules campaign proofed its chops to be a true year-round platform. Just like the lifestyle itself, the love for the mountain isn’t tied to any seasons. Snow, rain, sun, sleet - only one thing is for sure: “You may leave the mountain, but the mountain never fully leaves you.”...

23 Aug

Posted at 03:34h in

The 2015-16 winter season marked our fourth season developing the Snowshoe brand. Our goal was to further build meaning into the Snowshoe promise, Live the Mountain, and the Winter:Unabridged campaign by bringing life and personality to the Mountain and its employees. The campaign strategy centered around the idea that “All great mountains have a soul, and some are friendlier than others.” Using five new brand films as the pillar, we created and executed an integrated campaign across traditional and nontraditional media, using a variety of formats and platforms. Our robust creative, grounded in a tight strategy, and combined with a creative digital media mix ultimately drove great results. We ended the season with these overall metrics: 11.8x ROAS (with a season high of 18x in January), nearly $6.6M in attributed revenue, and 3.4% above 14-15 in total online revenue growth....

22 Aug

Posted at 18:45h in

Snowshoe Mountain is a resort in the Allegheny Mountains with an intensely loyal skier base. We were asked to evolve the brand positioning beyond generic attributes, and to focus instead on the resort experience and its emotional benefits. Snowshoe offers the true ski experience – mountaintop village, après, dining, shopping, spa – and is highly differentiated in the Mid-Atlantic region. We based an integrated winter campaign, Winter Unabridged, on the core idea of “living the mountain” – one that had resonated in our earlier summer work, and became the strategic foundation of Snowshoe’s brand promise that is still hard at work today. The campaign showcases Snowshoe’s Wonderful 9, which is all about what makes Snowshoe, well, so darn wonderful. The tagline is “All the best of winter, all in one place.” We finished 2014-15 year with strong results: 11x ROAS, web revenue 32% ahead of goal, web visits 10% ahead of goal, and 50% of online buyers saw one of our ads....

22 Jun

Posted at 21:42h in

Imagine being there for the moment of discovery of one of the most famous archaeological explorations in our history: King Tut’s magnificent tomb. Visitors to the Grand Rapids Public Museum will experience just that. The Discovery of King Tut is the latest exhibition to come to life at the GRPM. Visitors are transported back to 1922 and experience this remarkable discovery as if it were the first time, with the chambers exactly as they were found, including the 1,000 treasure-trove of artifacts and the stories that bring them to life. With the help of authentic archival footage, the broadcast campaign of television and radio takes a historical cliffhanger approach that taps into everyone’s curiosity – and closes with the Museum’s brand promise, Be curious. ...

22 Jun

Posted at 21:40h in

In the world that Generations Y and Z are growing up in, where virtual information is in abundance, real-world experience has become critical. In 2015 BravoEcho principal Georgia Everse was instrumental in the launch of the Grand Rapids Public Museum School, a bold new initiative to deepen the learning of 6th through 12th graders. Representing our client, Grand Rapids Public Museum, she collaborated with Grand Valley State University College of Education, Kendall College of Art & Design and Grand Rapids Public Schools to develop the strategy and launch the school. The project eliminates the wall between academic and physical learning through place-based experiences using the museum and the city like a laboratory. The goal is to inspire and facilitate passionate curiosity, critical thinking, and creative problem solving. These are the tools of original thinking and innovation, the key skills students are going to need for a complex future....

22 Jun

Posted at 21:40h in

The Little Nell is one of the few Five-Star, Five-Diamond hotels in the world. It is an icon of comfortable glamour in the heart of Aspen, and about as close to “unique” as any brand can be. But the hospitality landscape, like so much in the internet economy, has changed radically. We were asked for a strategic analysis, to reposition the brand for an evolving marketplace, to refresh the artistic style, and for a cohesive brand narrative. The launch generated the following results: Web: 23% increase in total website sessions, 23% in total users, 14% in page views. Display: 118% increase in online bookings (tracked), 48% in revenue, 19% in ROAS, 61% in shopping cart entries. To date we have refined the hotel’s identity, developed a distinct design language for all touchpoints, initiated an omni-channel online voice, and created a clear narrative through advertising....