I love messages that aren’t just clever, but truly meaningful.

Especially if that meaning is concentrated – and perhaps exclusive – to the market it is intended for.

Let me share one such message. Then let’s dissect it a bit.

There are three pieces at play from my perspective.

First, a well-timed promo video.
Most other resorts this week and last are talking about operating plans. Heck, Holiday Valley might jump into the mix soon as well for all I know. But in the middle of all those formal, policy-heavy content I love this breath of fresh air. I love a good season promo video, and this is a solid one.

Second, a nice surface-level message.
But rather than just hype the season with folks ripping corduroy and spinning tricks, they’ve overlaid a nice little message about togetherness. About a community doing something side-by-side even if it’s socially distanced. If there was ever a time we needed some togetherness, this is it.

Third, a really cool, deeper message.
Holiday Valley’s Spencer Timkey sent me this video. I’d already saved it in my “revisit later” list of marketing I didn’t have time to dig into in the moment, but his well-timed reminder also came with a little backstory. Because the phrase “Together We Will See it Through” is not just a clever quote for an Instagram photo, it’s the tagline from a WWI poster that was hung throughout the Buffalo area.

I did a little further reading on this and found a photo from the Buffalo History Museum.

I liked the piece already, but that extra layer of meaning took this one off the charts.

Love marketing like this. Nice work, Holiday Valley.

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.