CARRABASSETT VALLEY – At its annual convention in San Antonio, Texas last night, the National Ski Areas Association (NSAA) honored Sugarloaf with its award for the year’s “Best Overall Marketing Campaign.”
Wyoming’s Jackson Hole Mountain Resort shared the award with Sugarloaf.
Sugarloaf was recognized for its “Big Mountain. Big Love.” campaign, which ran throughout the 2011-2012 ski season, and highlighted the resort’s two signature attributes, the mountain, and the people, or “Sugarloafers,” who ski there.
“As the largest ski area east of the Rocky Moutains, Sugarloaf’s physical attributes make it stand out. But it is the colorful cast of characters who ski here that really make it something special,” Sugarloaf Vice President of Sales and Marketing Brad Larsen said. “We tried to focus this year’s campaign around that, and we’re honored that the NSAA has presented us with this award.”
Sugarloaf’s campaign featured stunning black and white portraits of Sugarloafers, which included the names and “Sugarloafer Since” dates of the subjects. Using the subjects’ own words, the portraits also included stories of their Sugarloaf experiences.
The black and white portraits were coupled with color images of the mountain and surrounding landscape, showcasing Sugarloaf’s iconic terrain and vistas. The two styles came together to form the design elements of the “Big Mountain. Big Love.” campaign, and were carried through all of the resort’s marketing materials including brochures, trail maps, direct mail pieces, email templates, and a redesigned website.
Established in 1962, the NSAA is the trade association for ski area owners and operators, and represents 325 alpine resorts and 472 resort industry suppliers.
The annual NSAA marketing awards are widely considered the most prestigious in the industry.
