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.