310-753-3300 tori@youngstrategy.com

How we lifted a “has-been’ ski resort back to its glory by realigning with true audience needs

Client:  Heavenly Ski Resort, Lake Tahoe

The Ask:  Help Heavenly determine why they were declining in arrivals year over year and reposition the brand for future growth.

Key Research: Consumer qual and quant with current-, lapsed- and non-Heavenly guests, secondary research on Millennials and travel

The Problem: Heavenly had cemented its reputation as the “party mountain.” But over time, the largest cohort of visitors to Heavenly, Millennials, had changed. They are less interested in the “party scene” and more into unique experiences and small group fun.

My “Aha” Moment: Millennials tend to travel in tribes. And Heavenly authentically delivers on a positive experience for group skiers – from wide mountain runs, to diverse terrain, to varied dining and hospitality options right at the mountain. I saw inroads to shift from “party all night together” to “effortlessly enjoy time together with shareable experiences.” 

Strategy: Position Heavenly as the social ski resort providing unique experiences, where friends can revel in it all…together.

Creative: The tagline “Mountain Together” was developed to bring the strategy to life.

Results: The campaign will launch in October 2020. But recent consumer validation testing showed over 3/4ths of Heavenly visitors believe “Mountain Together” fits the resort perfectly. And 50% noted they would visit Heavenly given this compelling brand story.

Team Credits: Tony Stern – CD; Chloe Cotoulas – Copy; George Reynolds – Design; Rachael Kallick – Account; Laura Bernier & Desiree Gates – Research