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Let’s start by stating the obvious: skiing is fun. Making turns is fun, being with friends in fun, spending time in the mountains is fun, being part of the community is fun, anticipating a day on the slopes is fun.

Yes, there are a lot of angles you can take when telling the story of skiing, but fun is at the core.

In the battle of mega passes, Alterra has consistently leaned into that simple fact. Last year, for example their tagline was “Drop in to good times.” The year before that was a playful “The Good Stuff” campaign. Throughout all of these campaigns has been bright colors, humor, positivity, and fun.

This year is more of the same.

Joy More

The tagline for the 2025/26 Ikon Pass campaign is “Joy More” and the vibe is exactly that. I love one of their primary pre-roll ads, for example, that features flowing riders, smiling skiers, and good times under perfectly on-brand blue skies,

This simple tagline combined with those bright colors and great imagery was seen across their channels during the initial rollout. On Instagram and X…

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A post shared by Arapahoe Basin Ski Area (@arapahoe_basin)

Les passes de ski 2025-26 sont MAINTENANT en vente, avec 60+ destinations et un accès illimité à #Tremblant avec @IkonPass, et jusqu’à 114 jours de ski avec la passe Tonik.🤘😎

Profitez des meilleurs prix et dévalez les pentes dès le 7 avril à Tremblant. https://t.co/SsSJA6CjCd pic.twitter.com/ULbSEUqmZN

— Tremblant (@MontTremblant) March 13, 2025

In the emails individual brands and partners sent…

In their ad in the Open Snow emails the day of launch…

Even the little sidebar ad space on YouTube…

It’s simple, it’s consistent, and it’s a great reflection of the moments of joy we all dream of when we add a pass (or two) to our shopping cart each year.

Re-imagining, not Re-inventing

My favorite part of this is that Ikon has found their brand voice. They know who they are and what their message is. They have all the pieces in place. Which means they don’t have to reinvent the wheel each fall with some totally new, totally novel campaign.

That creativity can be tempting and fun, but it’s not always necessary.

Alterra is wisely taking the exact same ingredients and just tweaking their recipe to they’re delivering a new flavor to their audience without abandoning the combination that got them to where they are.

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.