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for
Marketing
MOST UNIQUE MARKETING CAMPAIGN PASSION SNOWMAKING
ASPEN SNOWMASS, CO
In the wake of the challenge to be courageous in all things; “unity” as a reminder
political divisiveness that we are all part of the collective human race; and “respect”
DAN BAYER
of the 2016 presiden- as a call for environmental stewardship.
tial campaign, Aspen Moving beyond traditional ski area marketing imagery,
Skiing Company felt the words were the foundation of ASC’s 2017-18 campaign.
compelled to reas- Enormous metal, fiberglass, and foam renditions of the words
sert its brand as a val- were installed on ASC’s four mountains, inspiring innumer-
ues-driven company able selfies, viral media buzz and perhaps, as ASC hoped,
dedicated to envi- a little soul searching. They were featured in video clips on
ronmental preserva- ASC’s websites and social media outlets and in full-page ads
tion and the renewal in industry publications. Stickers, badges, and retail items fea-
of mind, body, and tured logos of the concepts too.
THE ASPEN WAY
The mountains don’t discriminate. Neither do we. Neither should anyone. spirit. For the past Measurable results included 7,561,166 total impressions
Ethnicity, religion, race, gender identity. We’re better together. On the
mountain, at work, as a nation, as members of the human race. It’s easy
to give in to fear of the different. Please, don’t.
two seasons ASC has on social media. Video engagement was 2,998,227 million
UNITY— IT’S #THEASPENWAY aspensnowmass.com/theaspenway
focused on heightening awareness of these beliefs as a way video completions, and rich media (ads with advanced fea-
to create emotional connections with core audiences and tures that encourage viewers to engage with the content) had
establish a relationship that transcends the typical resort 23.5 percent engagement.
experience. “Our campaign generated more conversation and more
ASC and its PR agency Karsh Hagan imagined a cam- buzz for Aspen than any campaign ever has,” said Christian
paign focused on four words that would serve as a clarion Knapp, ASC’s marketing director. “We believe there’s never
call as much as a marketing theme: love, commit, unity, and been a more important time to proclaim from the moun- Cut risks,
respect. The team developed creative content for each word— taintops what we stand for, and embrace what brings us
“love,” as an appeal to embrace diversity; “commit” as a together as people.”
reap rewards

BEST LSSM/BAF CAMPAIGN

KILLINGTON RESORT, VT with automated
Killington and its sister resort, Program, in which guests receive a free lift ticket for bringing
Pico Mountain, have long been along someone who purchases the Learn to Ski/Ride package.
snowmaking!
known for putting actions behind The resort highlights the offers on the website and on
their words when it comes to signage throughout the resort, and also did an out-of-home snowmaking!
bringing new skiers and riders ad campaign to drive the effort, posting billboards core mar-
to the sport. In 2015, Killington ket areas, including a train depot in New York City. Word of
received NSAA’s Conversion Cup mouth carried the effort in a big way too.
Award for its innovative Discovery All told the resort’s simple and effective offers have
Program that gives first-timers driven many newcomers to the sport, and the proof is in the
a free pair of skis after four les- numbers. Killington reported that over the past two seasons,
sons. Last season, Killington’s sis- the percentage of Bring a Friend business more than dou- A fully automated system means snowmaking crews are less likely
ter resort, Pico Mountain, was bled. Also, Killington’s overall Learn to Ski/Ride program to encounter dangerous conditions, including high-pressure water and air.
honored for the huge strides it makes with its Learn to Ski & has seen continued growth through the Bring a Friend &
Snowboard Month’s Bring a Friend program. Ski Free Program as well as the Employee Staff Voucher pro- Automation improves the guest experience by keeping snowmobiles
Killington has stepped up efforts even more to drive new gram. More than 3,500 new skiers/riders have been intro- and manual equipment off the slopes.
participants to the sport, using two key components: the duced to the sport through the BAF program since the Our automated snowmaking is the smart choice for employee safety,
Employee Staff Voucher Program, in which all staff are offered 2014-15 season. And, the Bring a Friend programs had made training and retention.
two free Learn to Ski/Ride vouchers to extend to a friend up more than 25 percent of Killington’s Learn to Ski/Ride
or family member, and the Bring a Friend & Ski/Ride Free business by the end of the 2017-18 season.
For further information on snowmaking systems, please visit
www.technoalpin.com
52 | NSAA JOURNAL | SUMMER 2018