Snowbird took one-star reviews and made them into a rallying cry.

"Too advanced. One star."

"Disappointed. One star."

"There are no easy runs. One star."

Snowbird embraced these one-star reviews into a rallying cry.

A rallying cry that works and delivers.

A rallying cry that compels and inspires.

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 one-star reviews 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 Instagam-friendly internet.

Snowbird isn't Vail Resorts.

Consider Vail Resorts recently released some ski-season-to-date metrics.

At Vail Resorts, dining revenue is up 58.0%

What?

Compared to Snowbird, Vail Resorts are just giant cafeterias with some slopes.

Snowbird isn't for everyone; it is proud not to be for everyone.

Snowbird wants you to know, without a doubt, it is not for everyone.

By capturing web review quotes from one-star reviews, Snowbird used the "negative" reviews as "positive" reviews.

Snowbird embraced the negative with gusto.

Too steep?

Definitely.

Too hard?

Absolutely.

Too much snow?

Precisely.

In fact, you should probably go skiing somewhere else.

The firm behind the ad campaign, Salt Lake City's Struck, juxtaposed the one-star reviews with outstanding shots of vertiginous vistas and knee-deep-pow.

Check these out here.

With such cantankerous communications, Struck could maximize Snowbird'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?

If you need help being pugnacious, Caracal is here to help.

Enjoy the ride + plan accordingly.

-Marc

ITK Daily is geopolitical business intelligence for senior executives with global ambition.

ITK Daily curates news @ the intersection of globalization, disruption, politics, culture, + sport and provides actionable insights and sharp commentary.