Vermont’s Stratton Mountain has been a popular ski resort from the time they groomed their first downhill slope. But the only time they could make money was when they could make snow. Their solution was to extend their useful seasons by offering non-winter sports schools.
They picked three outdoor sports that New Englanders enjoy, and asked for a print campaign to get out the good news. I created three ads directed to fishing, golfing and tennis enthusiasts (I’ve included the fishing ad) that featured light humor and strong graphics as lures. The campaign succeeded in attracting the audiences and the revenue they were after, and it’s been a smooth downhill run ever since.