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AWARDS

Most Unique Campaign
Boreal Mountain, California
The winner for Most Unique Campaign truly tapped into
broader marketing trends, namely the “pop up shop” concept
and the engagement with microinfluencers (social media
influencers with smaller, but targeted, social media follow-
ings). This past season, Boreal Mountain and Woodward
developed the Pop-Up Park concept to empower guests to
explore new parts of the mountain, and engage people
during crucial holiday periods.
Riffing on the cultural trend of pop-up stores and restau-
rants, these pop-up parks only lasted for a week in each location.
That plays off the concept of FOMO (fear of missing out):
you create something so cool that people can’t stand to miss Brad Larsen, General Manager of Tamarack Resort, ID, poses with his award, with
being a part of it. The resort leveraged its media partnerships ceremony host Halley O’Brien
and involved local celebs and microinfluencers to help them conversion rate, and introduced hundreds of locals to the
tell the story of the Pop-Up Park to its guests. sports of skiing and snowboarding.
Through these tactics, Boreal was able to create an expe- On the sustainability front, the resort has eliminated its
rience that people not only wanted to be a part of, but abso- reliance on single-use plastics, and has adapted to limited
lutely didn’t want to miss out on. The result was an engaging local recycling opportunities by eliminating some plastic and 45
and unique campaign that generated over 1.2 million video glass bottled beverages from its inventory. For setting cam-
views, over 1.6 million digital engagements, and as one guest paign goals that not only contributed to financial success for
put it, the designation of “the park rat mountain.” For taking the resort, but for the success of its local community and the
a risk and introducing new operations to its mountain, and environment, Tamarack Resort is the winner for Best Overall
engaging its guests online through strategic and creative media, Marketing Campaign (under 500k).
Boreal Mountain is the winner for Most Unique Campaign.
Best Overall Marketing Campaign
Best Overall Marketing Campaign (over 500k visits) YEARS
(under 500k visits) Killington Resort, Vermont
Tamarack Resort, Idaho Killington Resort continues to be a leader in the marketing
This was one of the best come-back stories of the ski season, world, with a top-notch social media presence and imbuing
and a much-deserved award for a small resort’s marketing everything they do with a sense of fun. Not everyone can be
team who have been “thinking big” when it comes to the an elite ski racer on the World Cup circuit, but Killington
future of snowsports. It was an honor to recognize Tamarack Resort wanted to make their spectators part of the action.
for the work it has done across multiple departments with its Their “Be Fast & Be Fearless.” campaign sought to involve Since 1974 SMI has been committed to
“Make Your Mark” campaign. and inspire their guests to make the World Cup experience
Tamarack Resort tackled two problems with its values- their own, and to identify the things that made them a being your total snowmaking partner.
based “Make Your Mark” campaign—growing the sports “superstar” in their own right. What started as building our first product, the 320 in our founders
of skiing and snowboarding and making a positive impact Through extensive on-site and social media campaigns, garage has developed into SMI products on 5 continents, 7 Winter +1.989.631.6091
on the environment. The Make Your Mark campaign used Killington engaged guests of all ages, and made sure to share Olympics, master planning, engineering, automation, service and of SNO WMAKERS. C OM
F A CEBOOK. C OM/SNO WMAKERS
on-site collateral, a video series, and activations in the local these engagements through their video channels. Their week- SNO WMAKERS. C OM
community to reach the ski area’s audiences, and demonstrate end attendance total was nearly 40,000 guests, with increased course our rugged, low e and intuitive product lines. Thank you for
the resort’s commitment to the goals of the campaign. occupancy rates across their properties. choosing us. We can’t wait to see what the next 45 years bring.
The resort’s Gateway to Tamarack program leveraged The final result of the campaign included over 1 billion
community partnerships with a local snowpark to offer com- impressions across all channels, including over 14 million
plimentary first-timer lessons to anyone age 13 or older, and social media impressions and nearly 600 pieces of media
with a retailer to assist with complimentary rentals. After coverage for the event. For making their guests a full part of
completing the lesson, the first-timer could visit Tamarack the World Cup experience, and the dedication of resources
via a deeply-discounted package that included a lift ticket, to this early-season event, Killington is the winner for Best
lesson and rental. The program achieved a 19 percent Overall Marketing Campaign (over 500k).

T E C H N O L O G Y + L O N G E V I T Y + S E R V I C E
28 | NSAA JOURNAL | SUMMER 2019