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Ideas Inspiration Analysis

Ski Resort Marketing

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This May Be The Most “On Brand” Resort Billboard I’ve Ever Seen

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June 28th, 2012By: Gregg Blanchard

(Photo source: ESPN.com)

Jackson Hole is a mountain. It’s not a hill, it’s not an “area” or “resort”, it’s a mountain. It’s hard not to be so when you are nestled up again the Tetons. I’ve never skied there, but my occasional view from the parking lot going to or from Yellowstone is enough to make me know it’s beyond “legit”.

Now I’m living in Colorado and skiing along I-70. There’s some awesome terrain here, but comparing this to Jackson doesn’t quite work. So, when I see a billboard like the one at the top of this post, one word comes to mind: BINGO.

The Brand
I don’t mean the bingo like you can’t wait to play on your next trip to Vegas, I mean exactly, spot-on, couldn’t-have-said-it-better-myself. When I think of Jackson I think of Corbet’s Couloir, the guys that charge chutes all day wearing those full face helmets so they don’t die if they crash, and a tram that perches your meat on a summit with nothing but gnar between you and the bottom.

Their website confirms. Sure they reach out to other groups, but phrases like “Unrivaled: Jackson Hole delivers the biggest ride to the biggest mountains.” makes it clear what to expect.


I love Colorado because of the variety, the people you meet, the experiences, but asking Colorado skiers has “practice was today” is one of the most “on brand” messages I’ve ever seen.

Non-Competition
I don’t really view this as competition. This was seen by commuters from Denver (for the most part, I’m sure a few folks in shuttles to and from DIA caught a glimpse) and is simply saying, “You had an awesome day but when you’re ready for something bigger, tougher, legit-er, Jackson is always ready.”

This probably couldn’t go the other way, either. I typically get inspired by something bigger, but usually not by going smaller. A billboard near Jackson that says, “Tired of the big stuff? Come to where you won’t be sore at the end of the day.” might get some chuckles but I can’t see it changing behaviors.

Jackson is big, they’ve got a mountain worthy of respect, and their messaging matches. Awesome stuff.


  • propDAVE

    I just love this. Its one of the best guerilla marketing moves I've seen in a very long time. Its so direct and in your face. Its impossible to dispute. I did two tours of duty there back in the day and was humbled. Chip and his crew have it going on for sure!

  • Jake Barnes

    I agree it's on brand for Jackson, but I think it is a classless move that does not have the greater industry in mind – taking potshots at CO in a tough snow winter. What if CO did the same when Jackson was dirt two winters ago? And how accurate is it – how about Silverton, Telluride, even parts of Beaver Creek? Jackson stands at the forefront on its own, bad move to tear down your competitors to try and promote yourself. I was shocked Chip would allow such a thing, and have now lost respect for Slopefillers.

  • John

    Oh my gosh. What an idiot. Lost respect? Its an editorial piece on something out of the box. Like Jackson Hole or not for it, but don't chastise Slopefillers. Gregg, don't take it personally.

    • http://www.slopefillers.com GreggBlanchard

      Thanks, John. Didn't take it personally, but it's never fun to hear stuff that like.

  • Collier

    My 2 cents — This is a bold, on target piece that had all CO marketers stop their car and take a picture for their own campaign concepts folder. I do feel this was a competitive piece, but so be it. It obviously was put in to motion before snow-fall (or lack of), and I feel that Jackson Hole marketers did an excellent job, from concept thru execution.

Industry Social Snapshot

Totals and averages from all North American ski resorts' social media activity.
total views new yest mo grwth
39,492,056 14,576 1.23%
total fols/+1 new yest mo grwth
36,443 43 4.86%
avg score was yest 7-day
45.47 45.60 -0.78
total fols new yest mo grwth
332,164 253 2.64%
total page likes new yest mo grwth
256,367 28 0.72%
total fols new yest mo grwth
13,252 3,965 4.98%

Resort Social Dashboard

View any North American resort's social media performance & compare them to other mountain resorts.

About: Gregg Blanchard

SlopeFillers is run by marketer and skier / snowboarder, Gregg Blanchard. He loves writing in 3rd person, meeting the talented people who read this blog, pretending to be a web developer, and eating reuben sandwiches. Need more dirt on Southern Edwards, Colorado's most famous ski marketing blogger taller than 6'?
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