MAX Pass Case Study


 
 

Problem:
Grenadier was tasked with naming, brand identity, and a go-to-market campaign for a new multi-mountain ski pass product - a pass type common out West, but not so for our East Coast skier target. We had 30 days to get the first campaign out the door - overcoming a gap in both awareness (zero), and education on the value of a multi-mountain pass product. Oh, and we needed to move the needle now, not next winter.

Insight:
An unprecedented 22 mountains on the pass, half of which are out West. That means East Coast skiers can get the most out of their local favorites and take a pre-paid ski vacation out West, all on the same world-class pass. It’s not for everyone, but if it’s for you, there’s literally nothing like it and the value is undeniable.

Solution:
Brand identity system, intro video, digital campaign, email blasts, event materials and a toolkit for all 22 participating resorts. Working closely with our media partners, we remained nimble through spring, summer, fall and winter to optimize the brand and retail messages in our strongest performing markets.

Results:

  • Triple digit increase in revenue YoY
  • Triple digit digital ROI
  • Surpassed 2016-2017 sales goals
  • 17 mountains added since the 15-16 season