M1 Campaigns To Reposition Ski Resort




LOS ANGELES-In an effort to reposition Heavenly Ski Resort as a destination offering activities beyond the obvious-skiing-the M1 agency has developed a new pre-ski season print campaign for the property.
The first work for the client from the Santa Monica, Calif., agency consists of four print spread ads featuring traditional black-and-white background shots of mountain skiers and snowboarders. The foreground is made up of color photos highlighting other sights and activities that the Lake Tahoe resort has to offer, including casinos, horse-drawn
carriage rides and a quaint old town.
All of the ads contain detailed text describing these amenities, as well as the tagline, “No other mountain has as many sides.”
Each spread highlights a different aspect of the resort. One reads, “Why does God bless these mountains with more than average annual snowfall than Utah or Colorado? Maybe our name appeals to him.”
“You’ve got a world-class mountain, but you also have casinos, great weather, easy access and more snow than Utah or Colorado,” said M1 president and creative director Tom Moyer. “The biggest challenge of the advertising was simply doing justice to everything they have.”
The ads will appear in national sports magazines such as Sports Illustrated, SKI, Skiing and Powder in September. A regional broadcast, print and outdoor campaign will follow the ads during the ski season in several Heavenly target markets, including Northern and Southern California.