Vail Resorts Promo HEAVENLY SNOW CONE TRUCK by BBDO San Francisco

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Industry Hotels & Resorts
Media Promo & PR
Market United States
Agency BBDO San Francisco
Executive Creative Director Jim Lesser
Art Director Ryan Holland
Copywriter Amy Travis
Designer Sara Nicely, Hillary Fisher
Producer Louise Doherty
Released November 2010

Credits & Description

Category: Entertainment & Leisure
Advertiser: VAIL RESORTS
Product/Service: SKI RESORT
Date of First Appearance: Nov 14 2010
Executive Creative Director: Jim Lesser (BBDO San Francisco)
Art Director: Ryan Holland (BBDO San Francisco)
Creative Director/Photographer: Sean O'Brien (BBDO San Francisco)
Designer: Hillary Fisher (BBDO San Francisco)
Designer: Sara Nicely (BBDO San Francisco)
Copywriter: Amy Travis (BBDO San Francisco)
Producer: Louise Doherty (BBDO San Francisco)
Media placement: Social - Twitter: - November 14th 2010
Media placement: Social - Facebook: - November 14th 2010
Media placement: Social - Youtube: - November 14th 2010
Media placement: Social - Foursquare: - November 14th 2010
Media placement: Social - Blog - November 14th 2010

Describe the objective of the promotion.
The goal of this promotion was to get people excited about ski season, but more importantly, to get people excited about Heavenly Ski Resort over other resorts.

Describe how the promotion developed from concept to implementation.
We went from brief to execution in about 4 weeks. In that amount of time, we found the perfect improv actors to pose as two guys from Heavenly and gave them the keys to a snow cone truck, armed with one task - to bring a taste of Heavenly to the Bay. This meant more than just handing out free snow cones or selling season passes. This meant putting smiles on every passerby’s face. And that’s exactly what they did.

Explain why the method of promotion was most relevant to the product or service.
While other mountains show ski porn to get people excited about ski season, we took things a bit further. We drove 200 miles in a pimped-out snow cone truck to bring fresh snow to people who never see it. This mobile billboard - filled with digital screens, music and iPads selling season passes - provided the Heavenly experience right on street corners and showed the Bay just how much fun Heavenly Mountain is in person.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We raised season pass ticket sales 40% from last year, earned 4,700,000+ media impressions (including an article in the New York Times) and changed the way people look at Heavenly Mountain. That’s why Heavenly plans to open every season with a cup full of snow.