Snowmass Tourism to unveil trippy new marketing campaign
August 21, 2018
In an attempt to breakthrough the clutter of tried-and-true bluebird powder-filled ski shots, Snowmass Tourism is launching a trippy new ad campaign, aimed at inspiring viewers to "Meet your outside side."
The campaign creates a slew of characters whose features are made up of scenes in and around Snowmass, including Krabloonik sled-dogs and toasted marshmallows on sticks as well as images of Mount Daly, Elk Camp and the Maroon Bells.
"The inspiration is that the nature of Snowmass reflects your true nature," Snowmass Tourism marketing director Virginia McNellis, who spearheaded the campaign, told Town Council during a presentation Monday. "Happier, braver and always up for a little adventure."
In conjunction with its ad agency, Vladimir Jones, Snowmass Tourism sought "a campaign with some stopping power," McNellis said.
"We all have beautiful visuals, … you can shoot Vail without seeing (Interstate)-70," she quipped.
Guided by its brand platform, "Embraced by Nature," the characters are comprised of nature and accompanied by mantras such as, "His outside side has found the ultimate playground."
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The campaign also will boast video elements online. Local photographers Tamara Susa and Matt Hobbs shot many of the winter images and clips, McNellis said.
Snowmass Tourism will unveil the new campaign at the Jazz Aspen Snowmass Labor Day concerts. Part of the launch will include a photo-booth activation whereby users can digitally create their own "outside side" and upload it to social media for a chance to win a trip to Snowmass. A jumbotron at the activation, located at the soccer field, also will play the campaign videos.
Snowmass Tourism plans to travel with the activation to about four to five events per year, said Director Rose Abello, who presented alongside McNellis at the Town Council meeting Monday.
All five council members offered positive feedback on the campaign and a few commended its creativity.
Snowmass' current "Run Away With Me" campaign, which Abello described as more "poetic," spanned three summers and two winters.
"That's about the lifespan of an ad campaign," Abello said.
Snowmass Tourism also contracted Vladimir Jones, which is based in Denver and Colorado Springs, on that campaign.
Asked after the meeting how much Snowmass Tourism spent on the new campaign, Abello said, "It's a bit complicated" because its winter ad spend spans two fiscal years. For this winter, Snowmass Tourism will pay about $575,000 to its ad agency, which includes fees, media placements and production.
Snowmass Tourism also spends an additional $110,000 to $120,000 annually on social media, search engine optimization and search engine marketing, Abello said. The agency fees for this year are about $20,000 higher than the last full contract year to allow for the new campaign, she said.
Snowmass Tourism's new ad campaign will target specific markets across a number of platforms, including social media, Ski, Outside and airline magazines, and billboards.
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