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built for,” says marketing director Julie Rogers. “Our marketing is about celebrating and reinforcing that sense of belonging.” The resort’s new tagline, “Feels Like The Highlands, Feel It For Yourself,” is part of that effort. Happiness at Cranmore. In New Hampshire, Cranmore takes a direct approach with its “Find Happy” brand campaign and plants billboards across the region showing images of ski- ers and riders on the mountain grinning ear to ear. The cam- paign “emphasizes the joy and emotional connections guests experience on and off the slopes,” says marketing director Becca Deschenes, who adds that it’s always been a family-friendly brand. “‘Find Happy’ will be the foundation of all marketing efforts through storytelling and consistent messaging across all channels,” she says.
New Hampshire’s Cranmore is taking a direct approach with its “Find Happy” campaign, which includes images of skiers and riders grinning ear-to-ear.
SHOW THE STORY As resorts lean into more authentic ways to tell their story and reach new audiences, they are creating videos and blogs to show what’s happening live and on the spot at the mountain. “We plan to continue producing more videos and blogs, while working to provide more real-time information to guests across all our channels,” says Marc Lodmell, marketing manag- er for Solitude. Making it personal. Alyeska Resort in Alaska has expand- ed its use of short-format video storytelling across platforms to capture live material, from first-chair energy to late-night storm cycles. “We’ll actively encourage and amplify user-gen- erated content from guests, prioritizing raw, in-the-moment content that builds trust and community,” says mountain com- munications manager Bayne Salmon. » continued
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