In general, ski resort advertising looks all the same: snowy, nature porn with a logo slapped on the corner. To differentiate Snowmass from the rest, we decided to push further into the metaphysical ways that its intimate landscape can change you. And doing so, we introduced America to a different version of themselves. It’s the part of you that howls at the moon, tangos with the wind and leaves that inside, library-worthy voice way behind. Using a mix of print, high-impact (yet targeted) digital, and always-on social and search, we invited audiences to come face-to-face with the side of themselves that only nature, and truly only Snowmass, can reveal. For January, February and March of 2019, Snowmass bested occupancy rates at 16 other peer resorts. Many of those stays originated at the Snowmass Tourism site, where traffic rose 260% during the 2018-19 winter. VJ media generated 68% of the 235,000 growth in sessions.
occupancy for the 2018-19 winter season, a 5.4% YoY boost
YoY increase in winter arrivals at Aspen/Pitkin County Airport (ASE)
overall increase in conversions, measured as outbound clicks to lodging partners