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Marketing
BEST USE OF VIDEO MARKETING
time of their life against the magnificent backdrop of one of
WHISTLER BLACKCOMB, BC North America’s most iconic resorts.
The idea for Magnetic came as Whistler considered ways
to set itself apart from an increasingly competitive ski resort
industry while staying true to its brand and also help gen-
erate pre-season bookings. Working with Origin Design
+ Communications, the team arrived at a central market-
ing theme: to highlight Whistler’s irresistible allure, and
reinforce guests’ deep connection to the adventure, cul-
ture, and progression of skiing/boarding. To ensure a qual-
ity product that would resonate with core skiers and riders,
the Canadian national telecommunications agency, TELUS,
You’d have to be a robot not to be entertained (or laugh at least was brought in to handle production. Shooting took place
once) while watching Magnetic, the new video that Whistler throughout the 2016-17 season—one of the best ever—mak- You are an
Blackcomb released as its flagship marketing piece last winter. ing for ideal skiing and riding conditions.
A little over 37 minutes, Magnetic is billed as the world’s The resort hosted a premiere showing to a crowd of some
first feature-length ski and snowboard film shot entirely 2,000 people last September. It achieved a huge reach: online E-Commerce
within a single resort. Whistler made the piece to reinforce views reached 200,000 with completely organic views and
its image as a ski and snowboard mecca, and once you see no paid promotion, with a corresponding bump in early pass
it, you can’t help but agree. Magnetic is a visual summary sales. Average watch time was 12 minutes, the most engaged Company
of everything that’s beautiful about Whistler in the winter, content ever created with 2.5 million minutes of cumulative
played out in scene after lushly filmed scene of athletes and view time. Snowboard.com named it “The single greatest ad
patrollers skiing, snowboarding, and generally having the for a snow resort ever.”
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50 | NSAA JOURNAL | SUMMER 2018