Hotel makes campaign out of one-star review
“Not fun” for some, but heaven for others – take a squiz at the resort leaning into it’s negative reviews.
This Utah ski resort has hit back at haters in the best way possible; a million dollar ad campaign, featuring said haters.
“Too advanced,” Greg from Los Angeles wrote. “I’d heard Snowbird is a tough mountain, but this is ridiculous. It felt like every trail was a steep chute or littered with tree wells. How is anyone supposed to ride in that? Not fun!” Surprise, Greg – you’re now on a massive Snowbird ad campaign.
According to adweek.com, Snowbird Ski Resort, Utah, has started crafting an entire ad campaign, for both print and digital.
Snowbird marketing director David Amirault told adweek.com that the idea was a joint one with Struck, the resorts advertising agency in Salt Lake City.
“In our initial campaign concept meeting, we came to the consensus that we needed to embrace the unique aspects of what makes Snowbird special and be true to the product we sell,” he said.
“We’re known for our steep terrain, long runs and deep snow. For beginner skiers and snowboarders, they often find this to be a challenge. However, for our core guest, it’s what makes them come back year after year.”
The creative geniuses at Struck also “dove through years of Snowbird reviews and hand selected the ones that would best work with images juxtaposing them” to create the hilarious and successful campaign.
The negative reviews create a contrasting effect – drawing in avid skiers and boarders who wouldn’t dare find the mountain “too advanced.”
But the resort says they’re home to the greatest snow on earth – and with reviews like this, how could we resist?
Email the Travel Weekly team at traveldesk@travelweekly.com.au
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