So much of marketing is delivering small, bite-sized pieces of action-inspiring information. Snow reports, glossy sunset photos, dining specials, etc.
And while individual pieces are great, the experience you’re selling is a sum of those parts. Which means that every once in a while you need to tie it all together. You need to connect the dots between the dining specials and the new lift, the glossy sunset photos and the skating rink.
That “wide view” of your resort can be challenging, but I think it’s an important type of message to study and practice.
I’ve talked about a few such concepts before, but a recent one from Sun Valley took a very unique and, in my opinion, effective approach to this. With friendly narration and clever animation to lead guests from one activity to the next, potential guests experience everything from sleigh rides to ice skating to hot tubs in just a couple couple.
And while I think it work well in 16:9, they’ve also shared edits in square renders as well to give this message legs on as many channels as possible.
Discover Winter in Sun Valley ⛷✨🌞
— Sun Valley Resort (@sunvalley) November 1, 2022
This might look familiar with folks who sit a little closer to the Sun Valley market, because over the summer they released a snow-free version that does the same thing with their equally long list of things to do during warmer months.
Once again, it a very small, fast-paced package you get an inspiring, 360° view of the resort and what a vacation might look like.
An interesting point worth pondering is that (similar to Snowbasin’s What If campaign) they aren’t trying to tailor it down to specifically to a unique segment of guests.
Instead, they lead you through everything but they’re using quick cuts and clever editing to keep your attention so there’s never too much time spent on one thing that may not be as relevant as others. Romantic evenings, wide open groomers, ice skating, food…even if one of those things isn’t high on your list, it doesn’t dwell long enough on one theme to lost the audience’s interest.
Great work from the Sun Valley team. The full-resort message isn’t easy, but they’ve delivered one of the better versions I’ve seen.
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