We spent 3 years forcing reconsideration for Winter Park Resort, by educating consumers on just the rational reasons why WPR was more than they imagined. Our new goal was to tap into the emotional connection guests can have on and off the mountain, while continuing to leverage the 7 Territories as proof points that WPR is the gateway to adventure in The Rockies. We also wanted to create a special nod to the return of the train service, the Winter Park Express, which runs to the base of Winter Park Resort from Denver's Union Station.
We wanted to create something that reflected the fun of experiencing the Seven Territories of Winter Park Resort, as well as the character of each terrain. While having fun with each of the territories we wanted educate consumers that there is more than they imagine to do on and off the mountain at WPR, in town and across the Fraser Valley. Last, and certainly not least, we wanted to re-introduce the Winter Park Express Train with a bang.
In addition to creating a spot that spoke to the spirit of Winter Park, we exceeded our goals for revenue and skier visits - and drove 18,000 Winter Park Express train ticket purchases for weekends the Winter Park Express was back on track. “We don’t get many opportunities to be on television, so we wanted to be sure to make the most of this one,” noted Jodie Silva, VP of Sales & Marketing for Winter Park Resort. “We wanted something that reflected the fun of experiencing the Seven Territories of Winter Park Resort, as well as the character of each terrain. We felt the agency did a great job of tapping into that spirit.”