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The Aspen Way

Love, Unity, Commit, Respect

The Challenge

To stand out from the sea of expected ski advertising conventions and set Aspen Snowmass apart by finding unexpected, authentic ways to connect with past and future guests.

Our Role

  • Integrated Strategy
  • Branding and Positioning
  • Creative Strategy
  • Media Strategy
  • Digital Advertising
  • Social and PR
  • Environmental
  • Merchandising
  • Print Advertising
  • Video

The Solution

Inspired by an op-ed titled “We’re Still Here” by Aspen Skiing Company CEO Mike Kaplan, we created a multi-media campaign called “The Aspen Way” .

Together we chose four words that represent their true and demonstrated values — love, unity, commit and respect.

And then translated these words into physical mountaintop installations for everyone to see and interact with - and take center stage in the campaign.

“The Aspen Way” takes a leadership role, sets Aspen Snowmass apart from other resorts, and gives voice to the values that guide us all and can bring us together in these divisive times.

Print advertisement featuring skiers climbing a summit with a sign that reads, "Respect."Stylized Aspen logo with the words, "Love, Respect, Commit, Unity."
Many happy skiers raising their arms in triumph.Several illustrated badges with the words, "Respect, Unity, Love, Commit, The Aspen Way."Many skis and snowboards stacked against a stand, with the word "Unity." and blurry mountains in the background.
Many skiers at the bottom of the slope at night. Fireworks illuminate the sky and a sculpture hangs from the ski lift and says LOVE.Skier sailing over large 3D letters that spell "Commit."
Aspen ski lift at night with fireworks illuminating a sign that reads, "Love."Smiling skiers lying in a circle on the snowy ground.Three skiers take in a mountainous landscape of snowy peaks, with the sign that reads, "Respect."

The Impact

Within a week of launching, the response to “The Aspen Way” has been incredible. In the words of our client, within the first week “there’s already been more feedback, both positive and negative, than the last few years combined”. With a mix of video, display, and social, the campaign is positioned to generate conversation and connections for months to come.