Embracing the adventurous skier and snowboarder mindset, we personified the Alpine Meadows mountain as a buddy, calling all to its slopes.

Approach

Alpine Meadows is a premier ski resort in the Tahoe area, but many bigger players, like Squaw Valley, have a higher profile. So we needed a breakthrough positioning and creative platform. Skiers and snowboarders are a passionate bunch, daydreaming of their next chance to be knee-deep in perfect powder. Concept Farm set out to position Alpine Meadows as their dream escape. Under the themeline “We know what you’re thinking,” the category-shifting “Mountainhead” campaign was launched. Highly impactful. Heavily digital. Fully integrated.

Results

• After the launch of the “Mountainhead” campaign, Alpine Meadows boasted the best opening day in the resort’s history.
• 200,000 more “fast trax” tickets sold YOY
• 32% Season pass growth
• 67% Spring pass growth
• 86% Alpine Club membership growth