Summer 2014 Campaign / Snowshoe Mountain - BravoEcho
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Summer 2014 Campaign / Snowshoe Mountain

Key Art
 Introducing a clear new way to position summer.
Social Content
 Social channels were the perfect venue for a teaser campaign.
Facebook
 Woolly Ted is introduced to 130,000 Facebook fans.
Facebook
 A strong response to the social campaign.
Key Art
 Woolly Ted was positioned as a family's best friend.
Website
 Re-skinned homepage, introducing three new summer products.
Website
 A landing page for the Family summer product.
Website
 The landing page scroll, highlighting activities.
Website
 Landing page for the Couples product.
Website
 Landing page scroll for the Couples product.
Website
 Landing page for the Mountain Pass product.
Email Campaign
 Targeted email campaign launching the three new products.
Display Banner
 Woolly Ted works hard in small spaces too.
Merchandising
 Giving the guest a Snowshoe badge to wear.

About This Project

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.

Category
Alterra, Group