Beaver Creek is a custom-built alpine village at the foot of a World Cup mountain. It offers a rich and refined experience beyond just skiing. However, like so many other North American ski mountains, its positioning had been largely limited to snow and gravity. We positioned this experience with the unexpected brand promise “Not exactly roughing it,” a clear nod to luxury but in an accessible, tongue-in-cheek tone. This promise drove not only our campaigns for the brand and the best years yet for the business, it also underpinned the operations of the resort. The resulting campaign was highly disruptive, growing visitor numbers – in an otherwise flat market – nearly 29%.
