Problem: Solitude Mountain Resort tasked iD with creating a new brand that reflected the intimacy and exclusivity of the Solitude experience.  They also wanted their new branding message to retain the value of the experience in a way that eliminates the need for discounting. The client made a multi-year commitment, in which to build and have its new branding reach fruition.

Solution: After considering multiple options, iD realized that there is a lot of parity among ski resorts. They all have chair lifts, snow, lodging and dining. What makes Solitude so special is the natural beauty and physical characteristics of its location.

Focusing on the qualitative elements, rather than the quantitative, led iD to discover that Solitude is not only intimate and exclusive, but also “Refined by Nature.” With this tag line in mind, iD launched new outdoor, print, online and social media campaigns with supporting headlines like, “It’s not just about snow; it’s where it falls,” and “Terrain, Not Terrain Parks,” to reinforce the idea that the experience at Solitude is better, because it’s at Solitude.

Results: Setting an all-time record, preseason ticket sales were up over 10% from the previous year. In conjunction with early snowfall, memorable ad campaigns have helped bookings stay solidly on track without the need to aggressively discount them, further supporting the strategy behind the new branding message.