merit
The ski industry has evolved significantly over the past decade (corporatization has driven skyrocketing prices, the overselling of passes, crowded runs, and exceedingly long lift lines), yet Arapahoe Basin continues to stand as a sanctuary for the true spirit of skiing. It's a place where skiers can be themselves, push their limits, and fully embrace the transformative power of the sport. Our campaign presents A-Basin as a stark contrast to the corporate resort experience by celebrating the moments and perspectives that define the A-Basin experience.
Celebrate all that sets A-Basin apart from the large-scale operations and commercialization that has become the ski industry norm. In contrast to the rest of the industry, A-Basin continues to resist overcrowding by limiting pass sales, embrace their expert terrain rather than tame it down, and actively foster an inclusive, welcoming environment for all. A-Basin offers an authentic, exhilarating experience that captures the true essence of skiing, setting it apart from industry trends.
Our campaign, Legendary For A Reason, embraced the mindset of those who love A-Basin by honoring the challenges and the joys of a mountain that refuses to go corporate. Paid media efforts generated $3.7 million in revenue, website traffic surged, and sales soared.
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