New videos take center stage in Aspen Skiing Co. marketing campaign
Aspen Skiing Co. will feature short videos using the familiar Mind, Body, Spirit theme as the centerpiece of its marketing effort for the third straight winter this year.
Skico announced this week it will release a four-episode video series called “One: Mind, Body, Spirit” on Oct. 10. A trailer for the series was released this week.
Like the prior two seasons, the video series is influenced by the Aspen Idea, a concept based on the classic Greek philosophy of nurturing the mind, body and spirit. Elizabeth and Walter Paepecke embraced the concept while they helped fuel Aspen’s post-World War II renaissance.
Last season’s four-video series was titled “Rejuvenate: Mind, Body, Spirit.” It was featured on Skico’s website. Just about every marketing effort undertaken by the company was intended to drive customers to the website to check out the videos at https://www.aspensnowmass.com/inside-aspen-snowmass/one-mind-body-spirit.
People browsing the site have easy access to links for tools to plan a trip to Aspen or Snowmass.
The same marketing strategy will be pursued this season, said Skico Vice President of Marketing Christian Knapp.
The “One” video series features One Run, One Day, One Week and One Season. In “One Run”, local athletes Torin Yater-Wallace, Alex Ferreira and Connor Marx get together for a lap in the Snowmass terrain park.
In “One Day”, retired pro snowboarder Jordie Karlinski shares her experience from a day on the slopes of Snowmass and Buttermilk.
“One Week” trails a family for a weeklong vacation that features skiing to snow tubing, and Ullr Nights at Snowmass to an action packed outing at the Winter X Games.
In “One Season”, pro athlete and Roaring Fork Valley native Colter Hinchliffe shows viewers what it is like to spend a season in Aspen Snowmass.
Each of the videos is about 2 1/2 minutes longs.
Knapp said he believes using the different time elements in the videos was interesting and proved effective. “One Run” and “One Season” will likely appeal most to locals.
“They will see a little bit of themselves out there,” Knapp said.
Visiting skiers will likely gravitate to the “One Day” and “One Week” because they are glimpses of their experiences, he said.
Video continues to grow and has clearly evolved to become the major marketing tool for Skico. The company also peppers Facebook and Twitter with messages and sends blast emails to repeat customers. Knapp believes video will keep growing as a marketing tool.
“It’s essential — visual story telling,” he said. “People want to experience things visually.”
The ski industry and tourist services in general are using video to a greater degree all the time.
“A lot of resorts are doing it but I think we continue to set a high bar,” Knapp said.
Skico hasn’t abandoned print advertising. It will spend about as much on advertisements this season as it did last season, according to Knapp. The company doesn’t discuss what it spends on its marketing program.
Skico will focus on ad placement in strategic editions of publications such as Ski, Powder, TransWorld Snowboarding and Outside, among others. For example, an ad will run in the annual Resort Guide of Ski.
“I wouldn’t want to be invisible in that,” Knapp said.
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