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

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.

Alterra, Recent Work