Spring skier in a yellow van
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Squaw Valley | Alpine Meadows

Ski resort marketing, California style

California’s bottomless powder and thriving ski culture are often overshadowed by other North American ski destinations. That was a challenge for Squaw Valley Alpine Meadows, a skiing mecca since the 1960s. They called on us to capture their unique ski culture and establish them as a must-ski destination. Our campaign and strategy brought them into the hearts of dedicated skiers everywhere.

Case Study
Single page print ad
Brand creative

Our creative brings exciting, vibrant colours and textures that bump up the California vibe and create a fresh, less corporate feel. We also give a subtle nod to the Golden State's landscape in our headline and border treatments.

people riding down a slope

The Campaign’s photo assets capture the brand’s distinct energy and ski culture. Brand throughout the campaign goes beyond dreaming and motivates people to Make it Happen.

campaign billboard mockup
Double page spread print ad
Skier with lake and mountains in the background
Social mockup
Make it Happen landing page

The work Origin did to define our brand positioning and communicate the intangible nature of what makes Squaw Alpine so special set the stage for a really successful season in 2018/19. Their blend of strategy and creativity is an invaluable asset to our brand and our marketing team.

Tracy Chang
VP of Marketing, Squaw Valley Alpine Meadows