integrated marketing communications
NOSTALGIA CAMPAIGN
Client: Alterra Mountain Company and its Ikon Pass
Target Audience: 18-24 year old skiers
seeks adventure, values experience over possessions, and is influenced by a desire to create lasting memories
digital natives, accustomed to engaging, shareable, and visually captivating content
90% of Gen Z experienced psychological or physical symptoms as a result of stress in last year -> Gen Z is looking for comfort
Social Media Campaign: will lean into nostalgia, as they are often influenced by the nostalgia of generations before them or the early experiences they had skiing as children.
OOO - Magazine Ad #1
to be featured in both Ski Magazine and Outside. The copy "Start 'em Young" with a nostalgic photo can tug at the heartstrings of older generations to get their kids on the slopes, while also reminding younger demographics of their early days when they first learned to ski.
Instagram Ad #1
Instagram Ad #2
Instagram Ad #3
