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Archive

22 Jan

Posted at 21:24h in

Winter Park is Colorado’s longest continuously operating ski resort. A place rich in colorful heritage and superlative terrain. However, frequent changes in ownership and strategic direction have resulted in a brand without a center, and without a galvanizing purpose. Destination guests had no awareness of Winter Park, and the local perception was as fragmented as the ever-changing advertising campaigns. Our first assignment was to create a strong employee culture, uniting seasonal workers and 10-year veterans alike, that could consistently deliver on the new brand promise. The successful internal roll-out included a manifesto brand film, an employee handbook and rewards and recognition programs. From there, the new brand promise was externalized for both the local and destination markets. For the first time, all stakeholders, guests and employees alike, understood Winter Park’s core differentiation and reason for being....

12 Jun

Posted at 22:46h in

Big Sky, Montana – home to unmatched Lone Peak. Until now, this extraordinary piece of geography was used to sell season passes, using the trademarked phrase “Biggest Skiing in America.” Additionally, a tagline encouraged guests to “Live Big,” also tying it to the resort name and size. To rise above the commoditized sale of snow and gravity, and to support a substantial infrastructure upgrade, we were asked to bring relevant and sustainable meaning to the “Live Big” positioning. We turned the spotlight away from Lone Peak, and focused on the people instead. We called it The Big You. Here, the spectacular geography becomes the rightful catalyst and backdrop for the biggest version of yourself – the one that fires on all cylinders. Part rallying cry, part aspirational motivation and 100% ownable and unique to Big Sky....

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....

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....

05 Dec

Posted at 23:35h in

Snowshoe Mountain is a resort in the Allegheny Mountains with an intensely loyal skier base. We were asked to develop a year-round positioning, with the front-burner assignment of evolving the summer business. In summer, Snowshoe must compete with the lure of the beach, so we needed to position the brand in a way that absolutely rang true to the mountain lifestyle, but was also highly disruptive. Our response was “The Summer of Adventuring,” a campaign featuring Wooly Ted, a sasquatch. Ted became brand ambassador, allowing us to “let the mountain do the talking.” The campaign extended across web, signage, wearables, email, and especially social channels. With over 130,000 facebook fans, we could quickly build an entertaining story. Our multi-pronged, programmatic-heavy strategy allowed for dynamic and agile messaging with 17 digital tactics employed: by the end of the campaign we had 72 creative executions along with 14 key messages. We ended with 7.7x ROAS, up 100% from 2014; and 17x ROAS via CRM Retargeting....