Ski bums are “snow hounds” for a reason— they chase the snow.
The Ikon Pass is a way for skiers and snowboarders to guarantee access to good snow amidst global climate change. They do this by offering a wide variety of destinations both nationally and worldwide.
However, there is a disconnect between Ikon’s initiative and their passholder’s behavior. 80% of Ikon passholders purchased their pass with the intent to ski locally while only 20% intended to ski new resorts. On top of that, most users only explore 0-2 resorts outside of their local resort per season.
The Problem:
Ikon was created to give people the option to chase snow, but most pass holders don’t explore outside their local resort. Crazy right?
Audience: Snow Hounds
“Some may call us the die-hards, but it’s a lifestyle for us. When we say snow we mean it. And more importantly-- we’ll find it. We probably have a couple of weather apps, a snow totals map, and the Doppler radar on our phones. A new ski resort is a new notch in the belt because it’s always worth it to chase the snow.”
Brand Insight:
No matter the local snowfall, Ikon guarantees snow you want to chase
Target Insight:
“I always know where the best snow is, but I find myself locked into one resort.”
Strategy:
By showcasing Ikon’s guarantee of powder that never ends, Snow Hounds will be inspired to explore their shredding options and get stoked.
The Campaign: Subscribe to Powder
Our creative team had a pretty ingenious idea: what says “unlimited” more than a subscription service? So we framed the Ikon pass as a subscription to powder—and we advertised it just like a subscription model too.
print ads:
out of home / billboard:
