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 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.