Sierra at Tahoe

Winter Campaign Development

Service: Campaign Concepting, Copywriting
Date: Winter 2016/17

To be an expert in fun means taking fun seriously. That’s why Sierra at Tahoe “designated” themselves as the only Certified Unserious ski resort in the business.

With a few equal parts of satire, whimsy, and wisdom, I worked with a team at Origin Design to help this Lake Tahoe-area ski resort stand out from nearby heavyweight competitors with a distinct winter marketing campaign.

Illustrated subjects and conspired stories were invented to draw out Sierra at Tahoe’s competitive advantage and signature key messages. While some might call them tall tales, the unexpected stories brought the resort’s personality to life, creating a judgment-free zone for repeat and new guests alike.

CAMPAIGN ICONS

A suite of custom illustrations anchored Sierra at Tahoe’s campaign, designed to play up their brand differentiators and give the campaign a distinct visual flavor. When paired with key messages, the campaign singlehandedly evolved into a two-fold brand and tactical approach.

GROOMICORNS
PARK GNOMIE

SNOWMELIER

COOL SUN
(Click to zoom. Back button to return.)

CAMPAIGN TOOLS PROVIDED TO CLIENT

  • Language and tone direction
  • Headlines and illustrations
  • Print ads
  • Social media mockups
  • Website landing page
  • Trail map