Portfolio Archive - Page 4 of 6 - BravoEcho
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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....

When Steelcase started, at the beginning of the 20th Century, it made a name in the U.S. Midwest for durable office furniture. Today, when you can carry your office on the smartphone in your pocket, the company has become a global thought-leader on work and workspace. To celebrate the company’s centenary, Steelcase CEO Jim Hackett asked us to articulate his vision for the Information Age. We identified the core idea that had driven the company’s success – Unlocking Human Promise – and made it the centerpiece of a company manifesto. Our Story is a three minute film that gave life to the manifesto. The film was seen by everyone in the culture, all over the world....

Discovering the universe through a planetarium is an experience that inspires people of all ages. The Grand Rapids Public Museum opened their Roger B. Chaffee Planetarium in 1994. Roger Chaffee was an Apollo astronaut and a Grand Rapids native. He died tragically during a pre-launch exercise of the Apollo 1 mission. The Planetarium recently underwent a six-month, million dollar improvement renovation, including the latest Digistar projection technology, surround sound, and new seating, design and display. Our challenge was to re-introduce the new Planetarium to the city and instantly communicate this radical upgrade, and to create a tribute film to honor Roger Chaffee and his emotional story. The comprehensive launch included outdoor, transit, print, opening event, social, and even grassroots "astronauts on the streets."...

Intrawest, one of the biggest ski resort companies in North America, asked us to help introduce a new competitive, multi-mountain ski pass. We were brought in from the beginning to help to strategize the launch, to crack the naming, positioning, and identity of the product, and to follow through with the marketing rollout strategy and campaign. The multi-mountain Intrawest Passport ski pass, launched in spring 2014, was designed to make family ski more accessible and affordable. We called it the “family-friendliest ski pass on the planet,” the press called it “revolutionary.” The campaign continued in the fall in anticipation of the ski season....

Our brand promise for the Grand Rapids Public Museum is Be Curious. And with Real Pirates: The Untold Story of the Whydah – from Slave Ship to Pirate Ship, what could be curiouser? This historically rich exhibit is the true tale of the Whydah, the first authenticated pirate shipwreck in US waters, complete with a replica of the ship, and treasure touched by the pirates themselves. We were asked to help deliver an eager audience. We responded with a hearty radio campaign targeted at parents looking for a little educational gold for their own little pirates....

Founded in 1934, retail giant Meijer pioneered the “supercenter.” Many fruitful years later, its Corporate Headquarters was literally bursting at the seams and used the opportunity to create a true campus “experience” to embody the brand. The goal of the project was to inspire and transition the lifeblood of the organization - the corporate employees - to a fresh, future-forward way of working. It included the creation of an entirely new, progressive building on campus to house the merchandising and marketing teams, as well as connect the other buildings and create a unified experience. We named this three-year effort the “Peach Road Project” after the original reference by locals of the company address, and developed a comprehensive plan to inform, inspire and educate the employees about this path to the future....

Produced to coincide with the re-opening of the Roger B. Chaffee Planetarium at the Grand Rapids Public Museum, our film honors Grand Rapids' native, Roger B. Chaffee, and the courageous men whose grand ambitions were to explore sights out of this world. Roger Chaffee was chosen out of 1800 elite applicants to join the NASA Astronaut Corps and spent over two years in training to become the pilot of the Apollo 1 mission. His lifelong dream of going to the moon ended tragically in 1967 during a pre-flight test. This short documentary pays tribute to a brave hometown hero....

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....

Recently we designed a traveling exhibit, Grandmother Power, in conjunction with the Grand Rapids Public Museum. Based on the book Grandmother Power: A Global Phenomenon by photojournalist and author Paola Gianturco, the exhibit is a visual narrative highlighting the work of grandmother groups fighting for political, economic and social justice around the world. The installation is constructed from humble, sturdy materials like cardboard pillars and textile pop-up walls that suggest resourcefulness. A digital component allows visitors to share personal stories about their own grandmothers. We also developed the marketing campaign for the exhibit, which pairs traditional grandmother imagery with unexpected messaging. From Grand Rapids, a national tour for the exhibit is being planned....

Steelcase is a US-based global company designing work space, furniture, and technology for business, education and healthcare. Insight-led innovation has made it a thought-leader on work collaboration. 2012 marked its 100th anniversary, and CEO Jim Hackett asked us to help position the company for the next century. We created a company manifesto in the form of a storybook and three-minute animated film, and a multimedia social initiative discussing the future of work. This discussion began with the "dreams" of children from around the world, captured in a documentary film.  A web platform for the debate - "100 Dreams, 100 Minds, 100 Years" - went live at the TED conference that March....