merit
We brought in Olympic skier and reality TV show personality, Gus Kenworthy, to help Arapahoe Basin surprise skiers who were headed to other resorts and divert them to A-Basin for a legendary day on the mountain.
Our goal was to open the eyes of big-resort pass-holders and showcase A-Basin’s unique, non-resort ski experience. Getting people who already had plans for their day on the mountain to break from their plans and ingrained routines was a tall task — especially when you’re asking them to trust a stranger with a bus. But we knew that the adventurous, fun-first people who’d say yes would never regret their decision to join us.
We decided the best way to help people experience the joys of A-Basin wasn’t through an ad campaign, but an ambush. So we brought a bus and Olympian Gus Kenworthy to a popular park-n-ride carpooling lot where skiers typically meet up on their way to the mountains. We then filmed Gus approaching unsuspecting skiers with the offer of a free day at A-Basin instead of the resort they were planning to visit. Expecting people who already had plans for their day to break from those plans was a tall task — especially when you’re asking them to trust a complete stranger with a bus — but we knew that the adventurous, fun-first people who’d say yes would be exactly the kind of people who’d love their day at A-Basin. Those who came with us were provided with a day of great skiing, prizes, and après-ski festivities.
The Dino Lot is a parking lot at the base of the Rocky Mountains where many skiers and snowboarders meet to pile into one car and carpool to the slopes.
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