Problem: Following three record seasons for both snowfall and sales, Solitude Mountain Resort gave iD the task to continue the expansion of its market share among both local and destination skiers.

Strategy: iD developed a two-tier campaign strategy to reach out to the two main groups of Solitude’s customer base. The first of these campaigns was geared towards reaching the “hardcore,” skier and provided Solitude with the proverbial “street cred,” they’re known for by highlighting their incredible terrain and superior snow. Solitude ran print ads for this campaign in specific, hardcore ski publications, as well as billboards and bus cards. The second campaign placed an emphasis on the family-friendly experience guests had while visiting the resort. Its purpose was to appeal to the destination skier, a very viable revenue source when it comes to accommodations bookings. Print ads featuring families making memories on the slopes were run in softer ski publications and on billboards and bus cards.

Results: Solitude experienced an approximate 15% increase in skier days and accommodations bookings from 2006-2007, (a pervious record year) and pre-season ticket sales increased by 18% from the previous year for the 2008-2009 ski season.