11.7.12 /

WINTER PARK FOR LIFE

Anyone who skied in Colorado last year knows it wasn't a great year in terms of snow.  So when Cactus set out to develop a new destination campaign for Winter Park, our goal was to help them rapidly regain skier visits, build their audience through online, social and CRM and bring the Winter Park brand story to life.

We started by conducting primary research with the core Winter Park destination audience to understand the brand from their perspective, to hear in their words what keeps them coming back year after year. We found that visitors feel like Winter Park is the "skier's place," lacking the attitude or pretentiousness found at many other Colorado resorts. They see Winter Park as "their" mountain and visiting is a lifelong tradition that often passes from generation to generation.  Based upon the consumer insights, the creative team developed the campaign theme "Winter Park for Life." And what better way to highlight the campaign than to give away a Winter Park ski pass for life to one individual.

The Winter Park for Life campaign is built around an animated microsite (http://forlife.winterparkresort.com)  that uses HTML5, CSS3 and JQuery Scroll to communicate the brand story, drive bookings through offers and encourage people to enter to win the "Ski Pass for Life" giveaway. By entering, users are encouraged to Like the Winter Park Facebook page and opt-in to the email database. To sweeten the pot, we partnered with Spyder, The North Face, Burton, Head Skis and Never Summer Snowboards to add additional prizes and expand our reach. 

Executions:
  • Standard flash banners
  • Rich media banners
  • Preroll banners
  • Mobile banners
  • Winter Park For Life Microsite
  • Facebook paid promotions and campaign specific post
  • Homepage takeovers
  • Email
  • Direct Mail

Credits:

ACD: Ryan Johnson
Art Director: Michael Maciolek
Copywriter: Elliot Nordstrom
Interactive Director: Kate Schmitz
Interactive Designer: Brianna Burton
Interactive Producer: Laura Rich
Developer:  Jonathan Troncoso
Developer: Austin Lliteras
Social Media Director: Mike Lee
Social Media Specialist: Keanan Stoner
Account Supervisor: Chris Stirling
Account Executive: Samantha Clements


 

COMMENTS / 0

LEAVE A COMMENT /





CAPTCHA Image Refresh Image