Arapahoe Basin, Colorado's Premier Ski and Snowboard Area, has just launched its latest campaign to invite skiers back to the resort ahead of peak season.
Helmed by the company's agency of record Cactus, it aims to entice multi-resort pass holders, many of whom will hold out using their passes until spring, when snow quality is at its peak.
Inviting guests to enjoy the resort throughout the season, "Leave No Days Behind" features a pair of funny yet understated spots that build on the anticipation of returning to the slopes.
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In a statement, Cactus Senior Creative Director Jeff Strahl explains that the campaign shifts the narrative to engage audiences earlier, positioning the resort as a must-visit destination throughout the ski season.
Arapahoe Basin VP of Marketing and Skier Services Jesse True also expounds on the campaign, highlighting the resort as one of Colorado's first mountains to open each year:
"This isn't just a campaign; it's a fully immersive experience designed to engage our community of skiers and snowboarders to take advantage of all that Arapahoe Basin has to offer."
Additionally, Arapahoe Basin will be launching four free Ski Boot camps in September and October for participants based in Denver.
This will comprise of fast-paced HIIT classes to help students build cores, quads, and cardio while having their ski gear tuned by experts from Christy Sports.
Finally, the campaign includes interactive OOH placements outside the boot camp venue that encourage guests and passers-by to do a light workout.
"[The Ski Boot Camps] provide a platform for A-Basin to get in front of our audience way ahead of the season. They help our guests prevent injuries [and] bring our community together to challenge and encourage each other to push themselves at 5,000 ft. so they’re ready for 13,000 ft," said Cactus Senior Creative Director Jeff Strahl in a statement to DesignRush.
The main spot utilizes visceral imagery and sounds to create an immersive spot that focuses on the senses.
Coupled with a free boot camp that lets participants get into the groove of skiing, the campaign is a prime example of experiential marketing, encouraging people to try skiing if they've never done it before.
Back to the Slopes
The first hero film released so far, "Lunges," begins in a boring office location.
It spotlights a woman walking into the office, who starts to do lunges down the hall as her co-workers toil away.
Filmed without a soundtrack, the commercial effectively uses common office sounds to highlight the mundanity of the scene.
After the words "Are You Ready For A Legendary Season?" appear on screen, the spot ends with some exciting footage of skiers and snowboarders speeding down the snowy slopes of the Arapahoe Basin.
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As snow sports enthusiasts eagerly wait in anticipation for the winter season, the resort has kept guests happy with its many biking and hiking trails.
Winter is fast approaching, and resorts are starting their marketing initiatives early.
Last month, Steamboat Ski Resort tapped agency Fortnight Collective for a new campaign that delivers its message through song.
Editing by Katherine 'Makkie' Maclang
