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CONSUMER INSIGHT:
Our target audience believes skiing is the right way to do things.
CREATIVE STRATEGY:
Creatively proving that skiing is the superior sport over snowboarding.
This campaign is designed to take the target market through a journey. From the moment they step off the plane in the SLC Airport to start their annual skiing trip, they start to see advertising for Alta Ski Resort.
THE JOURNEY BEGINS
From getting off the plane.
To taking trax to the hotel.
To the magazine sitting on the coffee table in the
Grand America hotel room.
To the brochure in the hotel lobby.
To the billboard on the way to the other mediocre ski resort where snowboarders "shred".
To the bus that takes them up to the ski lift.
END OF JOURNEY
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Hopefully next year our target market family will have felt such an impression from Alta that their ski trip next year will be at Alta.
ONLINE
YouTube
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AMBIENT
These donation boxes will be placed in the city.
Event
Alta’s “Save the Snowboarders” day located at the Alta Ski Lodge.
Bring your old or used snowboarding gear to Alta, in exchange for a discounted new pair of skis.
MERCH
Long sleeve sold in Alta Ski Lodge.
Bumper sticker sold in Alta Ski Lodge.