Sun Valley Resort has unveiled its new "Ski on the Sunny Side" campaign to rekindle the joy of skiing and snowboarding.
Collaborating with agency of record Fortnight Collective, North America’s first destination ski resort aims to highlight the spirited and fun-loving side of ski culture, countering perceptions of the sport as exclusive or overly corporate.
At the heart of the campaign is a cheerful hero video featuring a catchy tune inspired by the 1964 Carter family folk song, “Keep on the Sunny Side.”
Performed by Fortnight Collective creative directors Matt Kubis and Jim Heekin, the video showcases Sun Valley’s stunning Idaho landscapes, inviting ski community, and adventurous atmosphere.
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Fortnight Collective Founder and CEO talked about his personal experience at Sun Valley in a statement:
“Sun Valley holds a special place in my heart. I had the privilege of living there for several months in college, and it was during that time that I fell in love with its breath-taking beauty, unbridled optimism and adventurous spirit.”
The campaign has already resonated with skiers and snowboarders, boosting bookings and sparking renewed interest in the resort.
Beyond the hero video, the campaign includes CTV ads, programmatic marketing, and dynamic social media content across platforms like Meta, Pinterest, and Reddit.
It also includes targeted outreach in key markets such as Denver, Seattle, and Los Angeles.
By working with a branding agency like Fortnight Collective, the resort is able to put out a multi-platform approach that repositions it as a destination where adventure meets optimism.
Ski on the Sunny Side
The 60-second spot begins with a cheerful tune accompanied by an aerial view of snow-covered mountains.
The scene transitions to skiers gliding down the slopes, followed by shots of people enjoying various activities at the resort.
A smiling woman appears onscreen before the camera cuts to a sleigh branded with "Sun Valley." Snowboarders then take center stage, followed by more skiing footage.
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The spot concludes with the tagline "Ski on the Sunny Side" and the Sun Valley logo.
Sun Valley is breaking away from tradition this holiday season, and so do other brands.
Recently, global beauty and cosmetics brand Sephora launched a new holiday ad that encourages changing up traditional Christmas customs.
