Speaking directly to the next generation of riders
The Brief
Tucked away from the mega-resorts in the Park City area, Solitude Mountain Resort has earned a reputation as the spot where locals love to shred. But with the average age of skiers climbing ever higher, the resort asked Sparkloft to build a campaign speaking to a new, younger audience.
The Insight
For a new generation of powderhounds, “sessioning” reigns supreme. Instead of dropping big bucks on a ski vacation where you feel pressured to maximize your time, younger riders are all about chasing pure, unbridled fun, no matter the conditions or length of stay.
The Solution
You don’t have to wait for an epic powder day to grab your gear and hit the slopes. Heck, you don’t even need to have great gear to begin with to get the most out of a trip to Solitude. All you have to do is get here, and we’ll take care of the rest. The “Just Get Here” Campaign encouraged skiers to “come as you are,” reflecting the chill, welcoming vibe of the mountain itself. This campaign spoke to a more diverse audience of riders; folks that are just as comfortable chugging White Claws in the parking lot as they are sipping an Aprés in the lodge.
The Results
The campaign garnered an overwhelming amount of positive sentiment by our audience. It had a humanistic feel that acknowledged actual experiences people have on the mountain while also bringing awareness to Solitude's offerings.
We’LL GIVE YOU Every Excuse TO STOP WHAT YOU’RE DOING AND Hit The Slopes.
