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I’m a sucker for a good brand campaign. I love the combination of storytelling and the challenge of giving a decades old brand a modern narrative and vibe. It’s a dance between new ideas and momentum built from the marketers and campaigns to came before.

This year I’ve seen a lot of solid campaigns roll out, but there are three that have stood out.

1. Taos’ Here Lives the Rare

I’ll paste the preroll video below, but the narration on this 30 second spot is simple, dramatic, and filled with an angle that ties perfectly to a resort that is about as far as you can get from the crowds of I-70:

Here lives the rare, a holy grail of the undiscovered, the uncommon, the enchanted and offbeat. To find it, you need to begin off the map of ordinary.

This video has 40,000 views as if writing, but one of the things I love the most is how they’ve tied this campaign to the main homepage of their website.

• “Here lives the rare” is the subheader for their season pass content block
• “Get off the map of ordinary this winter” introduces their key site links
• The video itself is used as the hero

Rather than have a campaign that lives just in a video, they’ve tied it through every step of the journey.

2. Palisades’ The Things You Do For Love

There are so many fabulous pieces to this campaign, but it all starts with a simple idea that Greg Wright hit on when I first saw it: you don’t ski because you like it, you ski because you love it.

From the website that ties stories of their eight peaks under this one umbrella…

And clean social posts that drive it home with short bites of copy surrounded by incredible imagery…

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To videos that weave this same narrative into their season calendar…

There’s a lot to…well…love about this campaign.

3. Powder Mountain’s You Spend Enough Time Waiting

As lift lines and red snakes dominate headlines at other resorts, Powder Mountain continues to stake their claim as the place you can go and avoid all of that. This year is no exception as they double down on that message with a preroll campaign with just two lines of text:

You spend enough time waiting. You shouldn’t wait to ski.

With over 130,000 views, they’re serious about getting the word out and this tidy, well-edited package does a great job.

One of my favorite parts, though, is what happens when you land on their website. Instead of making this brand message a headline or subsection that may or may not be see, a modal pops up that’s impossible to miss.

Kudos to all of these teams for not just launching great campaigns, but really being thoughtful about how they work these stories into the rest of their messages.

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.