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Snowmass Tourism Debuts New Brand Campaign & Logo

Snowmass Village, Colo., (March 31, 2022) – Today, Snowmass Tourism announces a new advertising campaign and new destination logo. Snowmass Tourism promotes all businesses and activities within Snowmass Village including lodging, restaurant, and retail operations, as well as the Snowmass Ski Area, part of Aspen Snowmass. The new campaign is designed to inspire travelers to choose Snowmass and its offerings over competitive mountain resort destinations, such as Park City, Jackson Hole, Vail, Beaver Creek, and others. 


“Snowmass has evolved as a community and as a destination,” says Rose Abello, Tourism Director, Snowmass Tourism. “This is a great opportunity to present ourselves visually in a fresh new way that connects with both visitors and locals alike. While visitors may see the new logo and campaign in targeted ads, locals will experience it around the Village on lamp post banners, on the newly enhanced Fanny Hill concert experience, in local ads/promotions, and more.”


Snowmass Tourism worked with design agency Genesis Inc., and media agency Techint Labs, to create the campaign. Genesis, based out of Denver, CO, was selected after an extensive RFP process, in which 31 agencies submitted proposals to become Snowmass Tourism’s agency of record. A committee of Snowmass stakeholders vetted agencies to weigh in on the agency selection. Genesis subsequently spent significant time in Snowmass, conducting dozens of in-person interviews with community leaders, including the Snowmass Marketing Advisory Committee and the Marketing, Group Sales & Special Events Board. Genesis also conducted email surveys to collect perspective on the Snowmass community and brand. One of the anonymous survey participants provided input that guided much the design process, writing, “…please make sure the new logo is simple, beautiful, and complementary to the other institutions in town. We work together so the whole is greater than its parts.” 


“We have developed a new brand strategy, including a new destination logo and campaign,” says Virginia McNellis, Marketing Director, Snowmass Tourism. “A brand strategy is both an art and a science. It was important to gather the sentiments of the community first, and then analyze the Snowmass brand audience, competitive set, and industry trends. We worked with our agency partners to weave together that qualitative and quantitative data to ensure our marketing reaches the right people with the right messages at the right time. While Snowmass has seen strong occupancy in recent winter and summer high seasons, we know that we need to approach destination marketing strategically to provide long-term stability for our tourism-based economy.”


The new logo, a stylized typesetting of the words Snowmass Colorado, has a distinctive diagonal stripe between the W and M in the middle of the word. The stripe is a nod to Mt. Daly, Snowmass’ iconic peak, with its large diagonal band of rock that is visible from the Village. While the visual reference may not be recognized by those who have not been to Snowmass before, it is a wink to the community and should resonate with locals and frequent visitors.  


The new campaign creative, “Magnify”, juxtaposes the vast beauty of Snowmass and the meaningful moments of emotions that one can experience in Snowmass. “The incredible scale of the scenic beauty in Snowmass makes you feel small in the best of ways, and with that shift in perspective Snowmass has a magical ability to magnify joy, wonder, exhilaration, excitement,” says McNellis. “That’s what we want the campaign to express.” Visually, wide-open scenic shots are set against close-up, intimate portrayals of heightened emotion. The ‘Daly diagonal’ from the logo is used as a design motif to creative a distinctive design element and reinforce the Snowmass branding.


“Our previous campaign, Meet Your Outside Side, has run for the past 3 years, to great success,” says McNellis. “However, it is time for us to put fresh creative out in the market, to capture people’s attention in a new way. Brands continuously evolve their campaigns and logos to best represent themselves as their product or service evolves. We are not redefining Snowmass; we are reflecting who we have become.”


The new brand campaign launches on April 4, with digital, print, and video ad placements in targeted markets around the country to promote visitation to Snowmass for the 2022 summer season.


About Snowmass Tourism – Snowmass Tourism is a department within the Town of Snowmass Village. Snowmass Tourism is responsible for Marketing, Group Sales, Special Events, and Guest Services. Snowmass Tourism strives to promote Snowmass Village as the leading multi-season, family-oriented, inclusive mountain resort community. Snowmass Tourism works to create, market, and deliver choices for fun, excitement, challenge, learning, and togetherness within Snowmass Village. All this is done amidst the unique, natural splendor as part of a memorable Aspen Snowmass experience. www.gosnowmass.com


About Snowmass Village, Colorado – A renowned winter playground and vibrant summer community just 9 miles from Aspen, Snowmass consistently ranks as one of the best winter ski areas and summer mountain biking destinations in the world. Snowmass, along with the rest of the Roaring Fork Valley, is the first IMBA (International Mountain Biking Association) Gold-Level Ride Center™ in Colorado, only the 5th in United States, and the 7th in the world. Snowmass offers guests incredible views of mountain vistas, in addition to 2.8 million adjacent acres of wilderness, open for activities and exploration. Snowmass is home to 30+ restaurants, 95% slopeside lodging, shopping, unique special events and music, and much more. For more information and a complete calendar of events and activities, please visit www.gosnowmass.com.


Snowmass Tourism Media Contact: Sara Stookey Sanchez, Public Relations Manager, Snowmass Tourism, 970-922-2285 or sstookey@gosnowmass.com.



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