Building a brand where skiing still rules
When Grand Targhee Resort came to Origin looking for a refreshed website a few years back, we were only too happy to comply, and quickly got to work on a site that brought the ‘Ghee’s distinctive good-times vibe to the screen. The only question remaining: What next? Because a pretty website is great, but to truly develop the brand to its full potential, we needed to take a step back, and create a foundation that would guide Targhee for years to come.
A foundation for the future
Distinctive, memorable, and results-oriented creative doesn’t happen by accident; it’s the result of sound strategy and a solid understanding of a brands’ core attributes, characteristics, audience, and, ultimately, essence. Which is exactly why the first stop on our brand-building journey with Grand Targhee was a fully realized Brand Articulation rooted in extensive research, well-honed strategy, and collaborative discovery to ensure it remains true to the brand and relevant over the long haul.
A bold (and truthful) campaign
With its reputation as a true skiers and riders mountain well-established, and a strong self-awareness that Targhee will never be a place for those who’d choose pampering over powder, we had the green light to create something truly bold and differentiated. And that’s exactly what we did, with a campaign we called “Scratch That.”
Headlines that don’t hold back
From the outset, we knew that our language needed to reflect Grand Targhee’s unique position within the industry, while also connecting with a core skiing and riding audience that’s weary of traditional resort messaging. Our creative team developed a “scratch out” approach that transformed expected headlines into something entirely different, then paired them with immersive imagery showcasing the beauty, grit, and playfulness of Targhee. The result was an attention-grabbing approach that delivered an unmistakable message: The ‘Ghee is where serious skiers and riders go to have a good time.
A Kid’s Zone with a story
With the brand evolution taking shape across multiple channels and all communications, it was time to bring the fun to Grand Targhee’s Kids Zone. By creating an entire community of illustrated, wildlife-based characters with established backstories, relatable characteristics, and interpersonal relationships that kids (and their parents) could identify with, we were able to extend the reach of the brand and engage the next generation of Targhee loyalists. Our in-house illustrating and story-telling talent worked collaboratively to develop a suite of lovable critters who embody the Targhee vibe, while furthering a sense of inclusive community.
And what did we call this community, you ask? Truthfully, there was really only one option: Targharitaville.
