We know many who joined in a nighttime howl to honor frontline personnel and health care workers during COVID-19. Here, we’re talking about a wilder, more timeless impulse to release your emotions into the universe when you’re feeling free and energized.
It’s ethereal. It often happens outside. And certain places seem to coax its emergence more than others.
Like Snowmass, for example. It’s not your typical mountain resort destination, and its tourism marketing campaign has to match. Rather than tread the usual path—snowy, nature porn with a logo slapped on the corner—we imagine the metaphysical ways that this unique, intimate landscape changes people. In winter and summer, whether you’re on your own or with your family, Snowmass brings out the you in “you.” The you who tangos with the wind and howls at the moon just for fun.
All year round, and with a particular focus on winter and summer, we invite audiences to get up close and personal with their outside side. And we engage them with a mix of print, high-impact and targeted digital, and always-on social and search.
Even with COVID-19 introducing new wrinkles and complexities, our creative’s holding strong, and we’re redoubling our audience research and segmentation to engage loyalists—old and new. This careful study allows us to interact with more people who can and want to travel right now … people who hear their outside side calling.
YoY increase in average daily rate (ADR) from 2018 to 2019
YoY increase in revenue per available room (RevPAR)
Record-setting months in 2019 for occupancy