The 2015-16 winter season marked our fourth season developing the Snowshoe brand. Our goal was to further build meaning into the Snowshoe promise, Live the Mountain, and the Winter:Unabridged campaign by bringing life and personality to the Mountain and its employees. The campaign strategy centered around the idea that “All great mountains have a soul, and some are friendlier than others.” Using five new brand films as the pillar, we created and executed an integrated campaign across traditional and nontraditional media, using a variety of formats and platforms. Our robust creative, grounded in a tight strategy, and combined with a creative digital media mix ultimately drove great results. We ended the season with these overall metrics: 11.8x ROAS (with a season high of 18x in January), nearly $6.6M in attributed revenue, and 3.4% above 14-15 in total online revenue growth.