HUNTSVILLE, Utah - September 24, 2021 - Snowbasin Resort's "What If?" marketing campaign was recognized with a prestigious Summit Creative Award, receiving Bronze in the Travel/Tourism/Nature video category. The resort's highly regarded brand video series was recognized among over 3,000 entries with representation from more than 60 countries and five continents, showcasing the best in global marketing and advertising.

'What If?' positioned Snowbasin as a Utopia, highlighting the resort's differentiators in the highly competitive Salt Lake City ski market. The video series represented this perspective from the lens of their consumers, using season pass holders in footage and as the narrator of the script. The awarded video followed a child through their experience at Snowbasin, then was followed up with a video from the perspective of a professional athlete.

"Receiving this global award is validating to our team for the strategic approach and data driven strategy we utilized when repositioning the resort," said Michael Rueckert, Director of Marketing at Snowbasin. "We tapped into consumer insights to understand why people choose to visit Snowbasin, aligned on three pillars, and unified our messaging to focus on differentiators that matter. Our creative style was modernized and we invested into content, which turned out better than I could have ever imagined."

The campaign was utilized across digital and traditional marketing channels and ushered in a new era of discovery for Snowbasin in brand awareness. The campaign was built in partnership with Doxey Street Creative and helped contribute to a record year for the resort, growing annual visitors and season pass sales.

The marketing campaign has received numerous praise from industry outlets, including "Most Inspirational" by Ski Area Management in their Best of Marketing summary, and was highlighted by SlopeFillers, citing "this one just gets the heart going in ways I haven’t felt from marketing for a while.

Summit Creative Awards Winners Directory