It’s tempting to call this campaign “social” because it is.

But painting it into such a corner is much too narrow a view on something I think is brilliant and valuable far beyond how many shares or likes or comments it may get.

Let me start by showing you what I’m talking about.

Designed by Steve Pope of Epop Studio, these two 7’+ tall words made out of steel sit at the base of Perfect North Slopes in Lawrenceburg, Indiana.

The idea is simple: create a physical object people can become part of and, thereby, take their picture with. And, yeah, people are.

View this post on Instagram

I had an amazing day on the slopes I was impressed that my body cooperated ☺️ #iliketogofast #perfectnorth

A post shared by What Bri's Cooking (@whatbriscooking) on Feb 18, 2018 at 6:51pm PST

View this post on Instagram

70 degree snow day! #perfectnorth #ilovemyjob #snowday

A post shared by Megan Holthaus (@megan_the_dragon) on Feb 19, 2018 at 3:28pm PST

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We out here doing thangs and what not #ride #ridead #snowboarding #dateday #perfectnorthslopes #weouthere

A post shared by Erika Long (@mamaerk) on Dec 13, 2018 at 11:00am PST

Again, I think this is really clever, but as I mentioned, I think it goes far beyond metrics we typically measure content by because skiers are visual people. And visual people like to look at photos, yes, but they also like to take photos.

Creating Visuals
When you’re an Aspen or Snowbird or Big Sky or Whistler, you have the visual luxury of incredible vistas at every turn. At the top you’ve got bowls and peaks, at the bottom you have amazing architecture and beautiful towns, and in between you have long runs with deep snow. In other words, all the visuals your skiers would ever need are baked right in (to a point, I’ll talk more about that tomorrow).

But when you’re in Indiana…well…you don’t. The skiing may be great, but the visuals are harder to come by.

So what do you do if you’re short in the naturally amazing visual department but your prospective customers are extremely visual people? If you’re Epop and PNS the answer is simple; you create one. A small thing, but when you look at the value, it’s a brilliant move.

P.S. – This is a much bigger topic so, as I alluded to earlier, I’m going to explore this more tomorrow.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.