Ski resort marketing, California style

With over 800 resorts in North America vying for skier visits, and as many as 41 options on a single mega-pass like Ikon or Epic, Squaw Valley Alpine Meadows came to Origin with the challenge of making the iconic resorts stand out in a highly competitive industry.

With a defined focus for the brand, we developed a new brand campaign to connect with the target audience of adventurous families and outdoor aficionados.

From video/photo assets to traditional and digital advertising, the campaign celebrates the aspirational nature of the Squaw Alpine brand, positioning it as a place that encourages people to dream of potential and possibilities, in a distinctly fun and playful Californian way.  But we didn't just leave it at dreaming. Through the campaign, we motivated people to “Make it Happen”.

The creative incorporates a unique visual style that combines exciting, vibrant colours and textures to bump up the California vibe and create a fresher, more differentiating and less corporate feel. Photo assets were shot to capture the energy of Squaw Alpine skiers, and the resort’s dynamic vibe. 

In print and out-of-home we focused on simple brand messages to drive home our brand positioning.

We also developed a suite of digital banners and takeovers with various CTA's to get across the brand message in display advertising while often driving home more specific tactical messages.

The campaign was supported with a series of pre-roll videos that captured the feeling of skiing at Squaw Alpine and distilled it down into short, engaging snippets, as well as a weekly video report providing near-real-time condition updates and showing fun times regardless of what the weather brings.