PROJECT
Aspen Snowmass
Broader appeal. Same team. No new campaigns.
31%
Engagement increase
24%
Content cost reduction
2:45
Average time on article
CLIENT
Aspen Snowmass
ENGAGEMENT
Strategic Execution
SCOPE
Brand & Messaging
OUTCOME
Engagement up 31%
About Aspen Snowmass
Aspen Snowmass built its reputation as a family ski destination. That positioning worked, and it was also a ceiling. Broadening appeal without alienating the core meant getting smarter about narrative, not louder with campaigns.
01
The Opportunity
The team had limited resources and couldn’t run parallel campaigns for every new segment. The instinct was to create more. The real problem was that the existing stories weren’t being told in a way that traveled beyond families in ski season.
02
What We Did
Reframed and reused existing stories so families, couples, and active travelers could all see themselves in one coherent destination, without fragmenting the message or stretching the team.
03
The Impact
Engagement up 31%, content costs down 24%, average time on article at 2:45, and broader audience reach without a single new campaign.
04