BUILDING A CHALLENGER BRAND
Subvert the ski pass status quo
How do you launch a new season pass product - and create a challenger brand - in a market dominated by a competitor with a 10-year head start and 1,000 pound gorilla status?
So glad you asked.
Let the destinations do the talking
Ikon Pass was positioned with the intent to let the personality of each destination on the pass shine through. So we built a campaign paying off the the never-ending sense of adventure that comes with chasing winter and the quest to seek the unique.
Sales Goals Shattered: All of Them
Skiers Stoked: Countless
Mark on the Ski Business: Permanent