Creative Crackdown: The New Keystone Resort Ads
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Most people mark the onset of winter by the first measurable snowfall. Being the sick, ad-centric puppies we are, we gauge it by the appearance of the first resort campaigns. This year, that title goes to the new Keystone Resort branding campaign created by Cultivator. This means they are also the first to be placed under the microscope.
A few of our friends from Chiat, LA and from McCann Erickson, NY are lined up to give us a little outside perspective. Before you add your impressions, here’s a little background behind the thinking that we’ve taken straight from the press release:
Brief:
Combined emphasis on terrain and people enjoying same.
Avoid ski resort cliché blue-sky photos.
Tag (new):
“It’s all here.”
In addition to its big bowls and large terrain park, Keystone’s mix of night-skiing, tubing, and cat-skiing is unique.
And here’s the work. Let us know what you think. (Click each ad to enlarge.)
Comments
Brian September 11, 2008
The type is pretty weak and
The type is pretty weak and color choices odd.
But the photos are sweeeeeeet. They used one badass camera to produce awesome photos. The combination of a semi-candid shot with an action shot is very cool as well.
Saying from experience, resorts are a difficult creature.
Jae September 11, 2008
Overall, I think it looks
Overall, I think it looks stellar. Love the style. I have to admit I’m a little torn though, because nothing about the headline, copy or tag line really energizes me to think Keystone is the place I absolutely HAVE to go. These are basically selling the category. My final call…Art Direction gets a 10, communication gets a 6.
(And yes, I have worked on resorts and bought into the bullshit about them being tough clients. I now know it’s a cop out spread by lazy agencies. A client is only as tough as they are allowed to be. This work is proof that clients can be taught the importance of doing better work.)
Bwell September 11, 2008
nothing revolutionary,
nothing revolutionary, nothing new….
Bret September 11, 2008
These look like watered down
These look like watered down versions of Factory’s Copper & WP ads.
Andrew September 11, 2008
I like them, but the color
I like them, but the color choice on the last one makes me think it’s a Wells Fargo ad.
Alan Bucknam September 11, 2008
I think the overall look and
I think the overall look and feel will play well with out-of-state audiences…not too threatening…downright friendly, which is what Keystone has aimed for, for years. Photography is excellent. They toned-down the blues overall, making them darker…a touch toward the nostalgic look, I think. The fill flash work on them makes the work look more like a storybook and less of a documentation, so it reinforces the idyllic “come here and have a storybook-sort of vacation with your family in the snow” thing. Having the subjects looking off-camera says “we’re lost in the moment, in the place”…while still being a formal portrait.
I also like the fact that Keystone is deliberately eschewing showing us their base operations, which are Disneyland-esque in their proportions. I know that in the past they played up their base amenities visually, and I don’t think showing them really convinces people to go there—they want to come for the snow, the mountain air, and expect the base to be there regardless. So, good tack, there.
patrick September 11, 2008
If I was thumbing through the
If I was thumbing through the latest issue of Skiing, the layout would get me to stop but nothing would get me to buy. While I like that they look different, they seem a bit too fake (I don’t want to associate man-made snow with Keystone) and too groomed. I know the boarder is in the pow pow, but I want to see a face shot.
That being said, it’ll probably fire up poser bro brahs from OKC and suburbanites planning their time share vacations.
Media rocks September 11, 2008
I dont believe this will
I dont believe this will inspire anyone to visit keystone. The copy was pretty weak but the photography was great. Other than that it just feels like something I’ve seen before. Nothing ground breaking but I’m sure Cultivator had some reigns put on their creative process by the client. But hey…most likely out-of-towners will love it.
Chris Maley September 11, 2008
Republican suburban soccer
Republican suburban soccer moms will love this. Touchy-feely is tough to do well. They did it. Bad-ass art direction too.
Matt Crest September 11, 2008
At least one of these ads
At least one of these ads were in the latest Transworld Snowboarding (with Vail and Breck ads in the preceding 2 spreads). I’d say that as a whole (and with all 3 resorts being under the same umbrella), these ads feel very right for the audience, assuming the target is still the family crowd.
Park riders and those that are into the “scene” are going to head to Breck anyways. Those with more money or love the idea of a huge mountain and bowls will go to Vail. Keystone is the Goldilocks for families and people that just want to get on the mountain.
Agreed, the photos kill. Copy is a bit tame. But at least they aren’t trying to be something they’re not.
Paul Suggett September 11, 2008
Bit too touchy-feely for me,
Bit too touchy-feely for me, almost verging on Hallmark. Despite the poses, the photos are well done. But to be honest, when I first saw the ads I thought they were a new campaign for Target or Gap. Overall, the copy and visuals could have worked harder. It’s not awful by any means, just not blowing my socks off either. And I agree, I’m sure Cultivator has restrictions imposed on them.
Bowen Mendelson September 12, 2008
An ad for a ski resort
An ad for a ski resort showing people skiing and talking about skiing. How revolutionary. There is no soul behind it, no position, nothing that sets it apart from any other ad for any other resort. Come on fellas, this should be FUN.
Brian W. September 12, 2008
ski porn made tasty by
ski porn made tasty by lachapelle.
Gregg September 12, 2008
Skiers skiing on a ski
Skiers skiing on a ski mountain? C’mon. Why try to out-shoot the great editorial that pervades these publications? That said, if you want to work in the ski industry, this work is right up there with the best.
Personally, I’ve had terrible experiences trying to sell innovative work to ski resorts.
At Pure, we wanted to emphasize the life-changing experience of the rugged Jackson Hole Mountain Resort. So we proposed an ad with a woman who had sprouted chest hair. They fired us.
When I was creative director at McClain Finlon 6 years ago, Eric Liebhauser and I wrote a campaign for Breckenridge that included the headline, “The hill may dominate you, but the town will still be your bitch.” That former client won’t call me back today.
Brian September 12, 2008
Gregg, I am truly sorry they
Gregg, I am truly sorry they did not go with those campaigns.
Brian W. September 12, 2008
i love those ads you pitched
i love those ads you pitched greg. you still have them on your wall. not for suburban moms, but cool nonetheless.
you should put them in one of those awards shows of work you couldn’t sell.
wheeze September 12, 2008
please, that one’s still a
please, that one’s still a punch line up here. it was so off target for this business as to be embarrassing.
although it spawned some breckenbitch t-shirts i can use to cover my girlfriend’s chest hair….
Gregg September 12, 2008
Wheeze, so off-target that
Wheeze, so off-target that rider visits went UP and I received email from shredders who had them pasted on their fridge. But then, I’m not slacking it in Breck, so I likely couldn’t know the market at all, right?
B September 17, 2008
Is this an ad for a new Olan
Is this an ad for a new Olan Mills package, or for Old Navy’s winter line? Are their parents off getting faced at the lodge?
But cat-skiing?? Now there’s your pitch…meow!