[Best & worst ads: Snowboard media]
Big cats, lucky ladies top 2009 list
Katie Bailey
The usual suspects* are back this year with a flurry of new campaigns to titillate and inspire legions of snowboarders to head to their slopes. There was some really good stuff this year and we’re stoked that these resorts have not only continued their commitment to putting out good advertising, but to the industry’s magazines as well. So here you go, the best of 2009, in all their glory.
Best overall creative
“More jibs, more jumps, more fun” – Bear Mountain, CA
Taking back its crown for best print campaign is Bear Mountain. Not only did these ads have the best creative, they had the best copy writing too, a killer one-two punch. My favourite ad of the year is from this campaign: a two page spread with a picture of a bobcat baring its teeth and Bear team rider Simon Chamberlain nearby, his arm torn off and laying bloody beside him. The copy: “One dozen cats unleashed nightly.” Love it!! The other ads, featuring other team riders, were equally as good, each explaining an aspect of resort operations in a shockingly normal non-marketing speak. Way to go, Bear, you really nailed it this year.
Most innovative
“What’s your good day?” – Northstar-at-Tahoe, CA
Northstar continued its push towards innovation in print advertising this year with a cool, three-page-spread campaign focusing on its pro riders. The campaign featured personal stories from their riders about their “best day” at the mountain, a trail map showing where the pros like to ride, and a fold-out, two-page photo of the rider. Readers are invited to go to the website, tell the rider their “best day out” and win a chance to ride with that rider and win his gear. Nice drive-to-web, and a good showcase of just how much Northstar supports its pro team with on-hill events and filming and photo opportunities.
Best eco-ad
“Save our snow” – Aspen Snowmass, CO
This campaign really came into its own this year and delivered the message with youth audience-appropriate creativity and execution. This isn’t the kind of message you shove down this audience’s throats, and I think they delivered it masterfully. Each ad features a stylized photo of an aspect of operations (in this case snowmaking) and some well-written copy explaining it. I like both the “Our business isn’t perfect” angle (kids are pretty quick to point out hypocrisy) and the photo caption, which I think all you resort folks will like too: “Frank White, our snowmaking manager, has got skills—like mad fixing-huge-dangerous-fiery-hot-power-plant skills.”
Best concept of an age-old question
“Two women want you. Neither is willing to share” – Heavenly, Lake Tahoe, CA.
Sure, this campaign is a little cheesy, but I liked it. A little bit of sexy girl innuendo certainly never bothered the largely male readership of snowboard magazines and the ads broke down my icy wall of cynicism. The concept was “Mother Nature vs. Lady Luck” and how each vies for your attention on vacation. Lady Luck is the siren, Mother Nature, obviously, the mountain. This is the age-old question of the big-mountain vacation (“Should I have one more?”) and I liked how they executed the concept. I think the copy writing saves it from eye-rolling-dom. It’s well written, just cheesy/silly enough, but doesn’t go over the top.
Best illustration
“This park ain’t no fairy tale” – Mountain High, CA
I don’t really have a highbrow explanation of why I like this ad, other than I like the fact that it has Pinocchio, castles and a mouse in a top hat in it. And I liked the way it was drawn. And I liked the terrain-park-as-Disneyland concept (I certainly would rather go to a terrain park than Disneyland). And I liked how eye catching it was with a simple color palate and giant font. Yep, I liked it.
Least creative
“Re-discover Cypress”— Cypress Mountain, BC
Now, in these tough times, it doesn’t feel right to poop on bad ads but this ad is pretty lame. There’s nothing technically wrong with it but the photo is of a dorky-looking rider, the copy isn’t great and the overall creative is boring. This is the 2010 Olympic snowboard venue! The advertising opportunity of a lifetime! What about the glory? The excitement? The new 22-foot pipe soon to be filled with glamorous pros? Unfortunately, according to this ad, the most important attributes of this resort are its six chairlifts, a local contest series, and the subtle indication people haven’t been discovering Cypress lately.
A wee bit underwhelming: Mammoth’s campaign was a bit underwhelming this year, maybe a bit too dark and arty to really capture your attention as you flip through a magazine. And Park City has been running with the same concept for a few years now and it’s gotten a bit stale. Probably time to switch this one up.
There you have it. It was a good year for creativity and, personally speaking, this year’s Bear campaign goes into my all-time top three for sheer awesomeness.
*Yes, I realize almost all of these resorts are in California. That was an accident, but in no way a coincidence, given the density of the Californian market.
