Snowmass has gorgeous natural surroundings and a valley brimming with world-class skiing, biking and events, but what it didn’t have was an identity. And when you’ve got as many mountains as Colorado, it’s critical to stand out. Especially from Aspen, a famous ski location and neighbor to Snowmass. So instead of being epic and ski-deal heavy like our competitors, we created a brand strategy that defined Snowmass by its unique difference: its remoteness.
We turned what could be a negative association of distance into a positive promise of escape. In Snowmass, you can truly get away on your getaway. In the expansive land of Snowmass, you are closer to nature and nature is closer to you. Nature embraces you.
So, we wrote a love letter. From Snowmass to all the dreamers at heart, encouraging them to follow their whims and get lost in a place where they’ll find themselves. To escape to a land where nature moves the body and spirit.
Spanning both winter and summer, we created brand videos, full-page print, downtown billboards, social cinemagraphs, event banners and more. We allowed people stuck in the daily grind a taste of a Snowmass escape with a Spotify playlist featuring bands from the Summer Concert Series and webpage takeovers that whisked them away on a Snowmass adventure.
Video interaction and OOH were the first steps into our digital ecosystem. Then, display and paid social ads targeted specific weekends when they needed a boost and homed in on behaviors like mountain biking, which indexed high for our target market. Our search campaign targeted both fly and drive markets. Keyword bidding strategies combined exact phrase and broad match terms with bid modifiers to capitalize on last-minute planning on mobile devices.
The love letters worked. Snowmass got more people to drop everything and escape to a land that called their name.
• 5% increase in year-over-year occupancy
• Revenue per available room up 15.4%
• Average daily rate up 10%