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Resort With a Face: Sugarloaf’s Personable 2011 Campaign

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I’ve never been to Sugarloaf, but from early days of ski mag scouring, I’ve always been fascinated this this bald-tipped mountain with a classic logo. This year, Sugarloaf decided on a campaign that combined two elements that every resort has: the mountain and the people. Here’s a quick overview from Brad Larsen, VP of Sales and Marketing at Sugarloaf, on how they worked to combine these two elements into this season’s campaign:

“This year, we took new direction with our creative, but we wanted to stay in-tune with our brand. We know Sugarloaf is all about 2 things – the mountain and the people. We’ve added over 400 acres in the last 2 years, and we are now the largest ski area east of the Rockies. And, with a new lift and further expansion in the coming years, we are focusing on that heavily. Our people, called “Sugarloafers”, are equally special. They are a committed and eclectic group who make our vibe special. Our hook is simple, effective and relates back to our two core equities of the mountain and the people. We like to say “Big Mountain. Big Love.”

The result is a series of ads that let the skiers do the talking, showcased what’s new on the mountain, stayed true to their brand that created a smooth transition to their new website design that used much of the same photography, faces, names, and taglines.

Aside from the ads above, Sugarloaf produced brochures and customized direct mail (see pink text that would be swapped with recipient’s name) along the same theme and with the same elements.

Building on the Past
One thing that I like about this campaign is that Sugarloaf is using the same branding and themes I’ve seen from them over the last couple of years. For example, their documentary used the same “Big Mountain. Big Love.” tagline and allows them to build on branding from the past.

Overall, I think it’s a smart, well thought out campaign that really speaks to the skiers and boarder that call this mountain home, as well as those who may want to join the ranks. Great work Sugarloaf.

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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