The Greatest Snow on Earth®. It’s a bold claim that has set the Utah ski experience apart for over two decades. The superlative is based in science: terms like “lake effect” and “orographic lifting” result in over 500 inches annually of powder in Utah’s mountains. But for most of us locals, what makes it The Greatest is less about the substance itself, and more about what happens on and in the snow.
For this winter’s new campaign for the Utah Office of Tourism and Ski Utah, we planted our ski poles firmly in this ownable insight and went deep into The Greatest Snow on Earth®. 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 created six videos to tell these ambassadors’ stories and to encourage people to Find Your Greatest this winter in Utah. Next we turned those stories into an extensive campaign that marries more traditional digital, print and broadcast advertisements with progressive placements like editorial content partnerships and video boards in direct flight airports like JFK and LAX.
Perhaps what we’re most stoked about is what comes next, the payoff for all this promise. After all, who better to help you plan your ski vacation than a true local? 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. We threw in handy extras like tips to keep your kids happy on the slopes (bribing with candy is fully encouraged), which yoga poses are best to prepare for a powder day, plus live weather and snowfall data for a digital experience that’s as useful as it is engaging. It’s fair to see we’re thrilled with how this honey turned out.
Winter’s coming, people. So get out there and go Find Your Greatest.