Inspired by Snowbird's one-star campaign, Brigadoon took negative energy into a rallying cry.
“You’d hate it.”
A fun Brigadoon tagline.
A communications tagline that works and delivers.
A communications tagline that compels and inspires.
Mysterious.
What would I hate?
Rebellious.
How can I be a part of this?
Contentious.
Are you speaking to me?
Inspired by Snowbird's one-star campaign, Brigadoon took negative energy into a rallying cry.
Brigadoon embraced the "it is not for you" ethos into a rallying cry.
From Snowbird's website:
You've probably heard things about us. You might have ideas about us. But if you haven't ridden here, you really don't understand.
Too steep? Too hard? Too much snow? Isn't that why you came here? At Snowbird, what you see is what you get. But, be prepared for it to exceed your wildest expectations.
Why did turning Snowbird's haters into their most effective promoters work?
Simple.
Snowbird knows its audience.
While ski resorts worldwide get gobbled by global mega-resort hospitality companies, Snowbird has remained true to those looking for challenging terrain, deep snow, and poor WiFi, not those looking for groomers, lazy lunches, and Insta-friendly internet.
Snowbird isn't for everyone, and it is proud not to be for everyone.
Snowbird wants you to know, without doubt, it is not for everyone.
By capturing web-review quotes from one-star comments, Snowbird used the "negative" reviews as "positive" reviews.
Snowbird embraced the negative with gusto.
Too steep?
Definitely.
Too hard?
Absolutely.
Too much snow?
Precisely.
Especially for you.
In fact, "you'd hate it."
The firm behind the ad campaign, Salt Lake City's Struck, juxtaposed the one-star review with outstanding shots of vertiginous vistas and knee-deep-pow.
Check these out - amazing:
With such cantankerous communications, Struck could maximize Snowbid's limited media and production budget.
By taking this scrappy communications approach, what were in reality, humble print and digital ads became viral, share-worthy pieces of rebellious promotional content.
Is your communications pugnacious or pleasing?
Does everyone love your communications, or do you have some that just hate it?
-Marc
