Putting the wild, wild north on the map with Tourism Jasper
Colorado and Washington State have access to some of the best skiing in North America right on their doorsteps, so when Tourism Jasper approached us to create a campaign to lure skiers from those markets to their unsung ski resort in the northern reaches of the Canadian Rockies we thought, “well that’s ballsy”. What we learned though, is that Jasper has the rugged, wild, laid back pure ski experience that so many skiers, in every market, are looking for.
We developed creative that stood out from the sea of sameness that is typical of North American ski resort creative—smiling faces, manufactured experiences, blue-bird skies and jelly bean pops of colour, and indistinguishable groomer shots, and leaned into the wild, rustic, moody and dramatic feel that is Jasper, Alberta. We used a double entendre in our campaign language to compare how an uncrowded, undiscovered, unpretentious ski vacation is so foreign to many residents of Colorado and Washington, while speaking to the escapism and novelty associated with a ski adventure across the border in Canada.
We developed a multi-channel execution across pre-roll video, digital display and paid social, and worked with our PR partners at MMGY NJF to take our key messages and pitch them to media.
Our experience with the team at Origin Outside has been amazing. Their professionalism, expertise and dedication helped make our campaign—Tourism Jasper's first major ski push into the United States—a success. The process was smooth from start to finish, with deadlines met and expectations exceeded. Highly recommend.
