Campaign Case Study
Mountain Capital Partners
Turning a collective season pass campaign into a local strategy for four smaller resorts.
Industry
Ski Resort / Outdoor Recreation
Resorts
Willamette Pass / Nordic Valley / Sandia Peak / Spider Mountain
Focus
Campaign Creative + Paid Media + Local Execution
The Results
+$395k
YoY Season Pass Revenue
+51%
YoY Growth
"A strong campaign at the company level only works if the individual resort has what it needs to bring it to life."
The Challenge
One Campaign. Four Resorts That Needed More Support.
Mountain Capital Partners had a larger collective season pass campaign, but the smaller resorts faced a different challenge.
They did not always have the same volume of resort-specific creative, campaign assets, or local marketing resources available to bring the larger message to life.
That meant a strong collective campaign could easily lose impact once it reached the individual mountain.
For Willamette Pass, Nordic Valley, Sandia Peak, and Spider Mountain, the opportunity was to take the broader campaign and give each resort a more intentional plan, stronger creative, and a clearer reason for its local audience to buy.
Services Provided
Paid Advertising
Strategic Planning
Graphic Design
Web Design
What Needed To Change
Local Creative
Each resort needed campaign assets that actually reflected its mountain, audience, and experience rather than relying heavily on generic collective creative.
Consistent Campaign Execution
The core message needed to stay recognizable across all four resorts while still giving each mountain enough flexibility to speak naturally to its own audience.
Stronger Paid Support
The campaign needed a more intentional paid media approach behind it, with creative, messaging, timing, and budget aligned around season pass sales.
The Approach
Build One Campaign That Could Still Feel Local
I worked alongside the broader team in developing the FY25 season pass campaign and the “You Belong Here” positioning.
The larger idea gave us a consistent message across the collective, but the next challenge was translating that message into something each smaller resort could actually use.
The Approach
Build One Campaign That Could Still Feel Local
Each resort needed assets that felt like they belonged to that mountain.
That meant developing and adapting graphics, photography, copy, social creative, website messaging, email content, and paid advertising around the individual resort while still staying connected to the larger campaign.
The goal was not four completely different campaigns.
It was one recognizable campaign expressed through four different mountains.
That would be a great visual pull quote.
The Approach
Build One Campaign That Could Still Feel Local
Rather than simply handing each mountain the same creative package, the campaign was planned around each resort’s audience, season, products, and sales opportunities.
That included:
- Campaign calendars
- Resort-specific creative
- Organic social
- Meta advertising
- Google advertising
- Snapchat advertising
- Email marketing
- Website updates
- Season pass deadlines and price increases
The Approach
Build One Campaign That Could Still Feel Local
Season pass marketing is not a single launch.
The campaign had to stay relevant through payment-plan deadlines, pricing changes, seasonal milestones, and different reasons to buy throughout the year.
Creative and messaging were continuously adjusted so each resort had something timely to communicate rather than repeating the same season pass message for months.
Four Resorts. $395K in Additional YoY Season Pass Revenue.
+$395k
YoY Season Pass Revenue
+51%
YoY Growth
Across Willamette Pass, Nordic Valley, Sandia Peak, and Spider Mountain, season pass revenue increased by a combined $395K year over year, representing 51% growth.
The result came from more than simply increasing ad spend.
The campaign gave the smaller resorts stronger creative, more consistent execution, and a clearer framework for turning a collective message into something their own audiences could respond to.
Big Campaigns Still Need Local Execution
A company can have a great campaign concept, but execution gets harder when multiple locations, markets, products, or teams are involved.
The brand needs consistency.
But each audience still needs a reason to care.
For these four resorts, the opportunity was closing that gap by giving each mountain stronger creative and a more intentional marketing plan while staying connected to the larger Mountain Capital Partners campaign.
Consistency does not have to mean every market looks and sounds exactly the same.
Have a Great Campaign That Needs Better Execution?
The big idea is only the beginning.
I help turn broader campaigns into creative, advertising, and digital execution that actually works for the audience it is trying to reach.