One of the little struggles we’re facing individually and collectively is educating versus inspiration. Balancing the need to address serious issues with the fact that what people are doing (safely) is extremely fun and uplifting.

Striking that balance can be tough, but I think this little spot from Visit Park City does it really well in a tidy little message.

Notice the narration:

“With more space to explore and more experiences to share, it’s easy to see why Park City Utah is winter’s favorite town. Learn about visiting safely and our mask requirements at VisitParkCity.com.”

The use of the word space in the message – which is a word that’s associated with safety during COVID – and then making the call to action not just “learn more” but “learn how to visit safely.” They’re small changes, but they embrace realities without getting in the way of the reasons someone would visit.

A speaking of those reasons, notice the imagery. No graphics or text, just beautiful images that are carefully chosen to not feature big groups but don’t lack for quality or beauty.

Like I said, a really tidy little message and one of the best blends of education and inspiration I’ve seen.

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.