Marketing Campaign CASE STUDY
Mountain Capital Partners
Turning a collective season pass campaign into a local strategy for four smaller resorts.
Industry
Ski Resort / Outdoor Recreation
Resorts
Willamette pass, Nordic valley, spider mountain, & sandia peak
Focus
campaign creative / Paid media / local execution
THE CHALLENGE
Bringing the Campaign Local
Mountain Capital Partners had a strong collective season-pass campaign, but four smaller resorts lacked the same volume of resort-specific creative and local marketing support. The challenge was making sure the larger message didn’t lose impact at the mountain level. For Willamette Pass, Nordic Valley, Sandia Peak, and Spider Mountain, that meant building a more intentional plan, stronger creative, and clearer local reasons to buy.
Measurable Growth
51%
Year-over-year season pass revenue growth.
+$395K
Additional year-over-year pass revenue generated.
The Approach
Strategy & Execution
Build one collective campaign that could feel local.
01
Shape The Campaign
I worked alongside the broader team in developing the FY25 season pass campaign and the “You Belong Here” positioning.
The larger idea gave us a consistent message across the collective, but the next challenge was translating that message into something each smaller resort could actually use.
Localize the creative
02
Each resort needed assets that felt like they belonged to that mountain.
That meant developing and adapting graphics, photography, copy, social creative, website messaging, email content, and paid advertising around the individual resort while still staying connected to the larger campaign.
The goal was not four completely different campaigns.
It was one recognizable campaign expressed through four different mountains.
03
Build Resort Specific Plans
Rather than simply executing the same creative package at each mountain the campaign was planned around each resort’s audience, season, products, and sales opportunities.
04
Follow through for the full campaign
Season pass marketing is not a single launch.
The campaign had to stay relevant through payment-plan deadlines, pricing changes, seasonal milestones, and different reasons to buy throughout the year.
Creative and messaging were continuously adjusted so each resort had something timely to communicate rather than repeating the same season pass message for months.
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