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Blue Mountain cleverly tells the same story to two very different audiences.

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According to Webster’s Dictionary, I am an adult. According to the same source, my children are not.

But if you wanted proof of this without meeting or seeing either of us, all you’d have to do is look at our watch history on YouTube. Mine would be Veritasium or Mark Rober videos and disc golf highlights. Theirs would be Hot Wheels videos and Art for Kids Hub.

In other words, we like different types of stories. And even when the topic is similar, the style of storytelling is very different with bright colors, cartoons, jingles, and more.

At this point you’re saying:

“Duh, Gregg, tell me something I didn’t know.”

To which I’d respond with a question: why don’t you ever talk to the kids then with your marketing? Because I know you want their families to come and we know they can sway their parent’s decisions, yet all of your marketing is…well…very adult-ish.

Unless, of course, you’re Blue Mountain. Check out these two snowmaking videos.

The first video has catchy graphics, is built on a partnership, and is very serious and polished. Which is great…for adults.

The second video has cartoon characters, cute graphics to highlight things the viewer should notice, and a friendly-sounding voiceover from Blue’s own Jason Petznick (don’t sell yourself short, Jason, you did fabulous).

Clever, eh?

Audience Specific
We talk on TikTok differently than Facebook or LinkedIn. And we write differently in an email geared toward families than we do for college kids coming for spring break.

It’s something resorts are great at in other areas.

Blue just did the same for a type of skier I usually don’t see catered to. They took a topic humans large and small would be interested in, and told the story in the best way possible for each group. Great stuff from a team dealing with an extra tough season in Ontario.

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.

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