I conceived and pitched the idea, then wrote and directed a team to create the full campaign.
The Greatest Snow on Earth® . After years of selling only the tactical benefits of a Utah ski vacation, how do we personalize it allow people to connect with the emotional benefits?
Dust off a decades-old, but still memorable slogan: The Greatest Snow on Earth®. Offset the hyperbole by making it personal, then feature real Utah locals representing each of our core traveler demographics, showing what that slogan means to them. Ultimately encouraging each traveler to Find Your Greatest in Utah.
A multichannel national advertising campaign featuring six Utah locals, each representing a personalized aspect of the Utah ski vacation experience. A content-rich microsite with tips and recommendations from these six influencers and other locals willing to divulge their secrets for powder stashes, slopeside hot toddies, kid-friendly restaurants, downtown bars and yoga poses to prepare for a day on the mountain.
$312 million in visitor spending directly attributable to the campaign
ROI of $101 in visitor spending for every dollar spent on the campaign
Creative appeal ranks higher than winter ads for competitors: Colorado, Wyoming, Montana
Website won Webby honorable mention