Page 50 - 75920_NSAA_Magazine_web

PASSION SNOWMAKING
for

…our partner,

TechnoAlpin

helps us deliver a

quality experience

to our guests!

Barb Green, CEO and President of Blue Mountain Resort in PA

To avoid becoming a musty collection on a bookshelf, National Geographic has launched a new expression of its brand
to compel a more active, progressive audience.

3. Be entertaining and inspiring. 4. Help define a culture.

In a sea of mediocre content, a select few brands have been Brands that are defining, or even just contributing to, the
able to stand out solely on their ability to elicit a high-impact meaning of a culture are surging to the top of the world’s
emotional response—and fierce loyalty—from their most relevant brands lists. Social media and the internet
customers. An excellent example of this highly effective have turned dispersed, special-interest subcultures into vast,
strategy is National Geographic’s new expression of its unified communities. Brands with the ability to create (or
brand, called “Further.” co-create), influence, and integrate seamlessly into these
While the venerable institution is known for honoring cultures are winning. Barb Green: “Blue Mountain has continued to exceed our guests expectations in difficult weather
conventional perceptions and definitions of exploration, the This is the next frontier of marketing and communica- conditions by delivering high trail counts and exceptional snow quality. To do that, we have come to
new brand platform is designed to push the inspirational tions, and while it has much to do with things like social, rely on TechnoAlpin automation. Blue Mountain was an early adopter of TechnoAlpin snowmaking
quotient and spark emotional connections with modern mobile, and content—it is the cultural aspect that must lead automation. For over twenty years, every expansion of our snowmaking system has had at its core,
day explorers. How are they increasing their relevance? By while everything else follows. One great example of this is TechnoAlpin automation. Our guests have come to expect nothing less than great snow. Our partner,
engaging in more upfront and active involvement in discus- Poler, a brand that came to define outdoor hipster lifestyle. A TechnoAlpin helps us deliver a quality experience to our guests.”
sions on human exploration, discussions about gender, the subculture of millennial, urban, outdoor minimalists saw their
climate, and other timely, compelling issues. culture defined through the Instagram channels of Poler.

For further information on snowmaking systems, please visit
48 | NSAA JOURNAL | SUMMER 2017 www.technoalpin.com