Nemo Design
 
 

IKON PASS

BUILDING A CHALLENGER BRAND

 
 

THE SITUATION:

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.

 

THE SOLUTION:

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.

RESULTS

  • Sales Goals Shattered: All of Them

  • Skiers Stoked: Countless

  • Mark on the Ski Business: Permanent

 
 
 
 
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