Welcome To The Good Life

RED Mountain Resort’s Winter Marketing Campaign for 22-23 & 23-24 Seasons

ROLES: Campaign Logo & Branding, Graphic Design, Web Design & Development

ABOUT THE PROJECT: The concept for the winter campaign stemmed from wanting to highlight all the different unique offerings of RED that add up to The Good Life. A mountain rich in history, a community of friendly die-hard locals, mid-mountain overnight cabins, award winning apres bar, and of course, an unparalleled ski experience at the heart of it. My job was to work closely with our Sales & Marketing Director to visually communicate and reinforce that feeling of The Good Life through the campaign logo, branding and landing page.

RESULTS: The campaign was well received with our target audience and successfully added over 13k contacts to our email database, over 40k website visitors and contributed to a record breaking season for visitation in 2022-2023.

SKILLS:

The Logo

Bringing it all together

The concept of the logo is to have each of the value propositions that we wanted to highlight in the campaign, History, Community, Accommodations, Facilities, and Terrain, pop out of the RED icon with the center of it being the Ski Experience.

History is represented by the RED chair and Olaus, one of the founders of the town of Rossland. Community is represented by the snowboarder and skier. Facilities are represented by the famous Paradise Lodge. Accommodations are represented by the unique mid-mountain Constella Cabins. Finally, at the center of the icon, the heart of RED, the Ski Experience is represented by the skier flying through the trees.

Bringing the logo to life

Campaign Font

A handwritten gritty font that compliments the brand fonts

We used the campaign font, Perfect Moment, to emphasize to certain words paired with the brand title font, Carton.

Landing Page

Award winning 22-23 Ski Area Management Best Landing Page

The landing page was the main call-to-action for the web and social ads. The goal was to visually represent and compliment the copy on the page to result in users clicking the links on the page and ultimately, booking a trip to RED. The web page received the award Best Landing Page from Ski Area Management Magazine in their 22-23 Best & Worst in Marketing Awards.

From Ski Area Management Magazine Best & Worst in Marketing 22-23 – “Too often the landing page is an afterthought in marketing campaign strategy. In reality, it should be the priority; it’s where potential customers are converted into paying customers. RED Mountain Resort is clearly a student of the lost art of landing page design, evidenced by its “The Good Life” campaign. First, the page looks great, and functions flawlessly, on desktop AND mobile. ‘Magine that. Even the interactive elements-like a slider to compare and contrast first tracks at RED (Us) vs. long lift lines at large competitors (Them)-work well on mobile. The hand-drawn illustrations are subtly animated, with just enough movement to catch your eye without causing early-onset astigmatism. The calls-to-action are strategically inserted throughout the naturally flowing stream of content, and high-quality videos break up the text throughout. In a world where so much attention is paid to the campaign take-off, it’s nice to see RED stick the landing. -LS”

22-23 Winter Landing Page

23-24 Winter Landing Page

For the second year of the campaign, we left the structure of the page mostly the same with a few small tweaks and updated imagery. We dropped the video below the big visual background image and intro accolades/copy to provide some context to the video. We bumped up the “Us vs. Them” slider before getting to the different aspects of RED that we wanted to highlight with the campaign because that graphic is the most impactful for showing the uncrowded ski experience at RED vs. the crowded shit show of other big name resorts.