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Snowmass Tourism Launches “Outside Side” Integrated Advertising Campaign Created by Vladimir Jones

First New Campaign in Three Years, Distinguishes Destination from Other Mountain Resorts

SNOWMASS VILLAGE, Colo., August 29, 2018 – Breaking through the clutter of typical mountain resort destination marketing, Snowmass Tourism has unveiled a new integrated advertising campaign, “Meet Your Outside Side,” created by Denver-based advertising agency Vladimir Jones. The first new campaign for the destination in three years introduces custom-designed characters comprised of natural and man-made elements found in and around Snowmass, including Mount Daly, Elk Camp and the iconic Maroon Bells. Guided by its brand ethos that ‘everything in Snowmass brings you closer to nature’s playground’, the artful collages are accompanied by mantras such as, “your outside is a force of nature”, and “your outside side has a single-track mind.”

“We were inspired to capture the feeling of being in Snowmass, a place that reflects your own true nature. We wanted to demonstrate in an unconventional way that Snowmass uncovers an amazing side of yourself that is happier, braver and always up for a little adventure,” says Snowmass Tourism Marketing Director Virginia McNellis. “Visually stunning portraits of these organic transformations give the campaign stopping power in print, digital, and video placements, and the mix of empowering headlines encourage everyone to come to Snowmass to meet their own Outside Side.”

The Outside Side campaign makes its official debut during the Jazz Aspen Snowmass Labor Day Experience, a music festival at Snowmass Town Park, Aug. 31 – Sept. 2. The activation includes a photo booth where participants can make themselves into Outside Side characters, with a sweepstakes open to those who upload their portraits to Instagram using #snowmass. The campaign then rolls out in print publications including SKI Magazine, Outside Magazine, and the in-flight publications of the three airlines that operate direct flights to Aspen Snowmass: American, Delta, and United. The digital advertising plan includes banner ads, hi-impact display, and inventive videos that allow viewers to see Snowmass through the eyes of the Outside Side characters.


About Snowmass Village, Colorado – A renowned winter playground and vibrant mountain community just 9 miles from downtown Aspen, Snowmass consistently ranks as one of the best ski areas in the world and was listed as the #4 resort in the west by SKI Magazine in 2018. Celebrating 50 years of operations during the 2017/2018 ski season and part of Aspen Snowmass, Snowmass Ski Area offers guests 3,332 acres of multi-level terrain and boasts the second largest vertical drop in the United States. 95% ski-in/ski-out lodging, over 35 restaurants, numerous shops and boutiques, a bounty of off-piste activities, and a friendly, small town feel beckon visitors year-round. For more information and a complete calendar of events and activities, please visit: www.gosnowmass.com.

About Vladimir Jones – Founded in 1970, Vladimir Jones is Colorado’s original independent, integrated agency. We work fast, think big, act bigger, and strive every day to capture and expand imaginations by combining data with empathy. We’re proud to be woman owned and led. And we’re driven to challenge the status quo, innovate daily, and lead our industry. Learn more at vladimirjones.com.

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

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