Shatter Old Realities. Create New Customers.
It wasn’t enough to increase brand awareness for the only private mountain club on the East Coast. We needed to change behavior.
GOING OVER AND ABOVE THE OLD REALITY
No one thought to sell The Hermitage Club as a new reality
and compare what it is to what it is not. To cut through the clutter of new and traditional media, we focused on one of the oldest advertising tools; outdoor. But we made it work smarter and harder with designs that stood out. With 3-4 word headlines that exploded in skier’s minds and reminded them of their misery, from long lift lines to crowded and dangerous slopes, our campaign made the telephones ring.
RESULTS ABOVE EXPECTATIONS
Increased memberships by 166% in the campaign’s first year
Drove a 733% three-year revenue growth