Heavenly

Reposition the brand as a top destination resort

Problem

While Heavenly is a top destination for those in the Bay Area, its out-of-state visitors are far below the levels of the competition

Plan

Target type-T males, the thrill seekers who will appreciate the 24hr excitement of South Lake Tahoe and go the distance for an adventure.  This isn’t a cookie-cutter ski town – LIVE LARGE; HOW BIG IS UP TO YOU

Results

California Travel and Tourism indicates the campaign successfully drove additional out-of-state visitors.