Revealing the secrets of an alpine summer
If Covid taught destinations anything, it was “celebrate your outdoor spaces”. This meant real wins for places that could capitalize on this new product. For Whistler, this meant a whole new crop of competitors that were positioning themselves as outdoor recreation destinations in summer.
Our challenge was to help this mountain mecca reclaim its rightful ownership of the category by showcasing what so many summer visitors simply miss amidst the variety of experiences in Whistler’s village and valley… the awe of the alpine in summer.
A secret is only as good as its told, so we opted to focus on jaw-dropping images that would speak a thousand words. Whistler's alpine environment is bar none, and the photography expresses not only its spectacular setting and incredible views but its unique offerings. All was shot with a sun-kissed glow that confirms an alpine experience is a perfect summer experience.
Summer represents a competitive challenge for Whistler as our access to nature, mountains, lakes and trails is increasingly showcased by other destinations. For this summer campaign Origin thought both strategically and creatively about how to position ourselves to maintain our category leadership in this area.