Winter Park - Pickpockets & Loose Women

Venture out. From a local's favorite to a destination mountain.

opportunity.

Many changes in ownership have resulted in a fragmented brand for Colorado’s longest continously operating ski resort.

solution.

Launch a year-round, unifying brand promise that offers emotional connection, differentiation and enduring relevance: Venture Out. Connecting the mountain, the town, locals, day-trippers and destination guests.

/ client

Winter Park Resort

/ projects

New Brand Promise and Positioning
Year-Round Brand Campaigns
Employee Engagement Campaign
Product Naming
Branding + Promotional Campaigns
Social Campaigns and Film Series
Campaign Toolkits
Signage + Experiential

more to the story.

Winter Park is Colorado’s longest continuously operating ski resort. A place rich in colorful heritage and superlative terrain. However, frequent changes in ownership had resulted in a brand without clear differentiation. Destination guests had limited awareness, and the local perception was as fragmented as the ever-changing advertising campaigns. Our first assignment: to create a strong employee culture, uniting seasonal workers and 10-year veterans alike, that could consistently deliver on the new brand promise. Next, the new brand promise was externalized for both the local and destination markets. For the first time, all stakeholders understood Winter Park’s core differentiation and reason for being.