Two weeks ago I wrote about how resorts were using names, brands, and seals to bottle up complex messages into easy-to-consume packages.

Since then, I’ve seen two more (I’m sure there are more, forgive me if I’ve missed yours), and I wanted to quickly share both of these to round out the week.

Revelstoke – PureClean
First up is Revelstoke’s PureClean seal. I love the use of the maple leaf, but I also love the name. We all expect clean even with COVID isn’t around, and this takes it up a notch.

This name and mark does a great job of distilling the longer version, but I actually really like the longer version too. It’s well organized, easy to follow, and detailed but concise.
https://www.revelstokemountainresort.com/resort/health-safety

Grand Geneva – CleanCare Pledge
I also like the wording on this one. Words like pledge and promise feel a bit more human and personal, as does “care”. While there is no logo for this one, I think the name alone is a nice one to have in their toolbelt.

We will reopen on June 15 with the introduction of the CleanCare Pledge, which ensures enhanced cleanliness and safety measures are in place for our guests and associates. To review our CleanCare Pledge or make a reservation visit us at https://t.co/IKVT2G8nOk pic.twitter.com/bXfQLNvDpd

— . (@Grand_Geneva) June 4, 2020

One thing I really like about their overview is not just the outline of what they are doing, but the overview of what guests can expect during their stay so there are fewer surprises or awkward moments or unintentionally broken rules.
https://www.grandgeneva.com/newsroom/cleancare-pledge

Great stuff from both teams. The names are good, there’s substance behind the name, and they’ve been extremely thoughtful not only with that high level name but the nitty gritty details.

Nice work.

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.