Sun Valley’s main competitors are behemoth Colorado resorts and Utah’s powder-dishing wonderlands, and we wanted to address this fact head-on. They’re afforded a competitive advantage not because they’re privy to something that Sun Valley isn’t, but because they’re definitively on the beaten path—airfare is cheap, there is a plethora of middle-of-the-road lodging, and no matter where you’re coming from, you can get there by way of a major highway.
Our goal for this campaign was to let skiers and snowboards from coast to coast in on a little secret: Sun Valley Mountain Resort may be more difficult to get to than the others, but it’s absolutely worth it.
After nailing the messaging concept, we moved into visual execution and did quite a bit of exploration. We dabbled with human-centric imagery, shred-centric graphics, and everything in between. In the end, the final print ad delivered on all things Sun Valley: relaxation, silliness, family time, and, of course, slashing steep pow turns.