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A Video “Every Resort Marketer Should Watch”…Now

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The video is above this paragraph so you may have already clicked “play” and enjoyed its awesomeness, but in case you haven’t, let me start with a quick intro. The video was actually released in January, but it didn’t really make the social rounds until a little over a week ago. Less than 2.5 minutes long, it quickly became the best ski resort marketing video I had seen in a while. So, when Dave Amirault at Aspen/Snowmass tweeted…

…I could agree more.

It’s amazingly simple, powerful message about how fun skiing is not only as an expert but as a beginner on your very first day. It captures what skiing is about in a way I have never seen before. I’d prefer to watch this at every Super Bowl commercial break than deal with the hollow campaigns of this year’s line-up. Know any wealthy skiers who would donate a few mil to get this video shown next year? ;)

Released by the masters at Switchback Entertainment (the same guys that put together the “Embedded” series), this video, in two words, IS skiing. If all marketing could strike this chord…wow.

  • Thanks Gregg (and Dave). I’ve been meaning to check that out. So great. Amazing job Whistler and Switchback. Learning to ski can be frustrating, painful and daunting. But you’ve distilled it to it’s most joyous moments, those snapshots that keep us all coming back. This isn’t just for aspiring skiers. It works for the rest of us too, remindingbusbof our first days out there. This is beautiful.

    • GreggBlanchard

      Totally agree, Joe. I can't stop watching it. Reminds me how awesome skiing is without a single powder turn, cliff drop, or double cork.

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  • David Peri

    Hallelujah. Great Peace. Could be better but more and more effort to focus on what our beloved guests are looking for from their perspective is needed industry wide. "There is a joyous world that only skiers know" was a famous Killington piece from decades ago. This is of that ilk.

    What really works is the foreground music and the focus on the emotional dimension, the joy and happy faces. That and nothing else is what is important to those who take up the gauntlet to learn to become our customers.

    Less effective and relevant are the mentions and shots of the Magic Carpet; yes it is a great teaching tool that is profoundly easy and non threatening, but it is nothing more than just a means to an end – what is important is how it makes people feel.

    When you ask the guests – young or old – new or seasoned – male or female WHY they are at the resort – it can be boiled down to a single sentence: To have fun with family and friends in a different safe beautiful environment. Scores of millions of dollars of research, syndicated or proprietorial always reach that conclusion. Often "marketing speak" and details obscure that fact. Not to mention OPs wants to feature hardware because that is what they love. Regardless of the technological marvel that modern lifts are – they are wallpaper and insignificant to the stories they allow to be played out between and for our beloved guests.

    What works in this video from my experience is what focus on that emotion of the experience and helps break the dreary commodity mindset that plagues most resort selling efforts.

    More focus on the joy – attracts more attention – breaks through the clutter – and resonates with the guests – motivating them to spend that money that ultimately pays the bills and perpetuates our industry.

    Congrats Whistler.

    Now let's offer some low cost/no cost opportunities and start reversing the ever dwindling participation rate as a percentage of the overall population. (For eight years Breckenridge offered free Never-Ever lessons for four days per year – and averaged over 2,500 new skiers with a 42% retention rate; Copper added 230,000 visits in a single season letting a distant seldom used transfer lift going over flat terrain allow guests without lift tickets; yes 110,000 never bought a lift ticket, but 120,000 full price tickets were sold and F&B sales increased by millions of dollars.)

    We all need more efforts like this to keep our sport/recreation relevant and vibrant.

    Good Job Whistler. More Please.

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