Challenge: Create a full-page print advertisement to run in ski industry trade journals. Use messaging and photography targeted to the persona of an IT Manager working at a North American ski resort. The new company tagline, “What’s Your ACTIVE?” was required.
Solution: Created the new “What’s Your ACTIVE?” print ad, which ran in NSAA Journal, Ski Area Management and Winter Sports Technology International magazines. Interviewed the company’s software users, and used customer persona to craft a message from the point of view of an IT Manager at a ski resort. Received many positive comments from industry insiders that the chosen photo and message were very “authentic” and “believable”.