Find Your Greatest
Paid Search & Paid Social Advertising
Web Design
Content Marketing
Project Overview
The Greatest Snow on Earth® has set the Utah ski experience apart for over two decades. For most locals, however, what makes it The Greatest is less about the substance itself, and more about what happens on and in the snow. For the 2014-2015 winter campaign for the Utah Office of Tourism and Ski Utah, we planted our ski poles firmly in this ownable. First, we teamed up with six different Utah local ambassadors—from an Olympic Gold Medalist, to a pro skier who moonlights as a fashion model, to a CEO who moonlights as a mom—to tell distinctive stories about their own Greatest Utah ski experiences. We then developed six videos to tell these ambassadors’ stories and to encourage people to Find Your Greatest this winter in Utah. Those stories evolved into an extensive campaign that marries traditional, digital, print and broadcast advertisements with progressive placements like editorial content partnerships and video boards in direct flight airports like JFK and LAX. Using the videos as inspirational anchors, we worked with Utah Tourism and Ski Utah to create a custom campaign site that’s fully loaded with personal recommendations from our ambassadors and other locals—from their picks for the deepest powder stashes, to the most luxurious lodging options, to favorite local après-ski joints. The overall content experience is rounded out by pulling in user-generated content to further entice travelers to Find their Greatest.Client
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