This campaign was designed to increase lift ticket sales for a Lake Tahoe ski resort. On this one, I had to write to an established brand voice. Luckily, I had some excellent audience personas to write to. So that made it a breeze. It’s always great knowing who the audience is, and what they will or will not respond to. That way, I know how I can push the creativity while still staying on target.
This project was very creatively refreshing. And it was precisely because I WASN’T given free rein to do whatever I liked. There were several restrictions I had to adhere to. And several mandatories I had to incorporate. While some might think that sounds limiting, I find it inspiring. I often hit creative pay dirt by pushing within the boundaries I’m given. That’s creative problem-solving. Incorporating featured deals without being ham-fisted. Writing to an established brand voice while keeping it fresh and natural.
As the great philosopher Garth says: At first it’s constrictive. But after a while, it becomes a part of you!
Executions include social posts, outdoor, radio, custom bus shelters, digital tutorials and website copy.