I’ve been talking about the strategy of a set-and-forget pre-roll ad for a while now.

And as season pass season simmers down for the summer, I just wanted to highlight one I’ve been watching a little closer than others.

That being Snowbasin’s recent campaign.

Not the First
Last year, Snowbasin ran a really nice little pre-roll ad. In total, these two videos below were promoted to the tune of roughly 75,000 views.

A great message, what we didn’t know at the time was that the team at Snowbasin was already working on next year’s (you should read this whole thread, by the way, it’s got more insights than a month of my ramblings).

This 60 second video is the culmination of two years of brand work at @SnowbasinResort.

A thread: https://t.co/LAwSAF9lAR

— Michael Rueckert (@MichaelRueckert) March 1, 2021

And here’s the result.

What about the numbers?

This video alone just ticked over 150,000 views.

But then, before long, you might get served this one as well.

Instead of trying to force one message to do everything, they’ve got one to inspire and another, simpler, more straightforward follow up to do the urgency and nitty gritty of getting folks to buy.

The Approach
I love this strategy from Michael and the gang at Snowbasin. Last year’s video combined inspiration and urgency into one message. This year, they separated those so they could inspire and inspire and inspire…

…and then drive home the less sexy stuff when the time was right.

I’ll tell ya what, having a front row seat to Snowbasin’s marketing right now is making this marketer extremely happy because they are doing some amazing stuff.

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.