We and partner Steamboat Ski & Resort Corp once again looked to reclaim Steamboat’s top-of-mind brand awareness build upon the resort’s legacy as a unique and friendly Western vacation destination, by showing that along with it’s breathtaking natural scenery, it is a go-to destination for skiers, snowboarders and vacationers.
We and partner Steamboat Ski & Resort Company continued this year to evoke the parallels between Winter sports and the rugged Wild West to capture Steamboat’s unique, pioneering culture through video. Cowboy Poetry is a literary style rooted in ranching culture from the 1800s, and the campaign uses its truth and grit to blend Western hospitality with the thrills, freedom and adventure of riding the slopes. Once again, We collaborated with cowboy poet Randy Reiman on verses that serve as the ads’ scripts. As they are recited, the screen switches between scenes of horses in open fields and resort activities to show that traits such as individualism, camaraderie, and the desire to brave new territory associated with the cowboy lifestyle align perfectly with the values of those who are passionate about Winter sports.
Through local Steamboat friends and family connections, real working ranches and ranch hands, professional and novice local ski talent of all ages, races and abilities, we were able to capture the and blend the resort’s promise of Western hospitality with world-class winter sports.
The campaign continues to help Steamboat drive brand awareness back to the resort, while celebrating the completion of a $200 million capital investment into the guest experience - complete with 650+ acres of new expert terrain, Greenhorn Ranch learning center and the Wild Blue Gondola.
From targeted media based on consumers looking for vacation ideas and lodging, to industry placements and a continued social media presence, we have been able to garner over 10M+ video impressions across various targets and digital channels and a 100%+ return on client investment, along with various positive digital posts from experts and veterans in the industry - confirming we’d really struck the right cord with audiences.
