Musical marketing mittens and the joy of skiing.
Gregg Blanchard /
Ahhh, October. Pumpkin spice, changing leaves, first snow on the peaks, and season pass deadlines.
It’s no secret that, as skiers’ thoughts turn snowier, these changes create a perfect moment to put a little fuel on this fire and try to get folks to commit to a pass. What’s good to remember, however, is that those are two different things.
- Amplify the natural stoke cycle by reminding folks what’s coming
- Capitalize on that stoke by pushing pass sale deadlines
Sometimes those are the same campaign, but even more often they are different. Setting aside deadline pushes for a moment, amplifying the pre-season excitement has taken on countless forms over the years. Creative dual-season images, quirky office skits, golden light photos of snowmaking tests, you name it.
I have to admit, however, that this is the first time I’ve seen it take the form of a singing mitten.
I love ski resort marketing that reminds us that skiing isn’t serious or polished or perfect, it’s just…fun. It makes us happy. It get us smiling. A reminder that for every racer laser focused on shaving milliseconds off a run with precise technique, there are 10,000 people laughing their way down a hill with sloppy turns and terrible form.
So when I see marketing that isn’t serious or perfect. That is more likely to make me smile than make me hit “Skip”? I like it. A lot.
And I wish there were more of it.
Great work Ikon team.