Snoqualmie Ski Resort is losing market share to other resorts and wants to create a radio advertising campaign to remind people that it is a first-class ski resort located close to home. The campaign will target active adults ages 18-45 who want a convenient skiing option. The ads will convey that Snoqualmie offers great skiing and snowboarding only 30 minutes from Seattle, with night skiing and amenities that make it an accessible and comfortable ski resort right in people's backyard.

1. Client: Snoqualmie Ski Resort Date: 2-27-07
Project: :60 Radio Campaign (3 spots)
Job Number: 6 (option 1)
WHY ARE WE ADVERTISING?
Snoqualmie is losing market share to Stevens and Chrystal Mountain. Although it is closer to home, consumers
see it as a second rate resort and end up choosing other places to go skiing or snowboarding on the weekends.
WHAT IS THE ADVERTISING TRYING TO ACCOMPLISH?
Make people think immediately of Snoqualmie when they think of skiing or snowboarding, reminding the audience
that it’s “right here, in their backyard”.
WHO ARE WE TALKING TO?
Men & women, ages 18-45, active, sports-driven, that want to be active all week, and not just once every couple of
months when they actually plan out a weekend to go up to Stevens pass.
WHAT IS THE ONE MAIN POINT WE’RE TRYING TO GET ACROSS?
Snoqualmie is an accessible first class ski resort, with all the amenities and comfort you need, right here in your
back yard.
WHAT ARE THE REASONS TO BELIEVE THIS?
Snoqualmie is family-oriented, 30 minutes from downtown Seattle and with great skiing and off-run areas for
snowboarders. With night skiing available, Snoqualmie makes for a great escape at the end of a work day or on
the weekend. Also offering tubing, Nordic skiing and snowshoeing.
MANDATORIES
Company name
THIS MIGHT HELP
Web site: www.summitatsnoqualmie.com
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