This year I’ve written about all sorts of cool stuff.
Amazing things resorts have done with websites and email and video. I’ve covered beautiful photography and brilliant branding and everything in between. I’ve nerded out on data and dug deep into big ideas.
Yet one of the most recognizable, useful bits of content I see in my feed is a daily video update from Mt Ashland with a lot of heart but zero frills.
Hiram on the Hill
Mt Ashland needs to provide a simple update about the day’s conditions. The GM, Hiram Towle, knows everything that happened.
So, and see if you can follow me here, he:
One take? Probably most times, especially now that Hiram has done this a bunch.
Editing? Very little.
The same edit (rendered in a couple of sizes/frames) is shared across their channels. First to YouTube, then the video is embedded in a blog post on their website before being shared on Twitter, Facebook, and occasionally even Instagram.
Hiram On The Hill coming to you with your morning update for Monday, February 1st. Today is shaping up to be a winter wonderland on the mountain with 6 to 10 inches of possible snowfall throughout the day and overnight. pic.twitter.com/3x1LrkmXxs
— Mt Ashland Ski Area (@mtashland) February 1, 2021
And yet I always notice Hiram’s smiling face in my feed, usually watch, and always enjoy when I do.
I love the simplicity of this campaign.
It conveys the most important things Mt Ashland needs folks to know in a simple, human, honest way and doesn’t overcomplicate the final product. It gets the job done in a friendly, on-brand way without giving into the pressure to deliver flashy, exciting marketing that doesn’t actually perform any better that it’s simpler alternative.
Great work, Hiram. I look forward to seeing you in my feed tomorrow.
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