Killington Ski Resort
Problem: Create a full-funnel campaign, that allows Killington to tell a compelling story as to why we are different, through an advertising campaign for the 2024/2025 winter season. This is a conquesting endeavor – we need to identify the essence of what makes Killington different and drive people to come here (and only here). We are looking for a Big Idea. Something disruptive. Something that people are going to want to wear on a t-shirt. A buzz-generating, award-winning campaign.
Solution: "Be the Beast" is a rallying cry for skiers, boarders, instructors, employees, and the entire community. It unleashes the brand's power, inspiring everyone to embrace the untamed spirit of the mountain.
Results: TBD fresh off the press.
Role on Project: Be the Beast concept generation, lead on touchstones and content extensions.
Winning Concept Pitch Deck
New Ownership Outreach
We were brought in when Killington was being acquired by local investors—a rare situation where POWDR transitioned ownership to community passholders. It was a huge moment for both the resort and the community and we needed to make the announcement memorable and effective. We created a strategic communication plan to strategically share this news with staff, the community, and the media. We used "Be the Beast" as the rallying cry to tell the story of the new ownership. Here’s a glimpse into that approach and concepting.
