| Windham Mountain
2009 REBRAND 100 Winners > notable
Industry/Sector: Travel & Leisure
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - Windham Mountain, in New York’s Catskill Mountains, is one of the closest major ski resorts to the New York Metro. As part of a major $5 million capital improvement strategy, the new owners hired Wanderlust to reposition the brand top-to-bottom.
Challenge - The resort’s biggest challenge was that skiers and riders thought of Vermont first, Hunter Mountain (a close Catskill competitor) second, and Windham third. Windham lacked a brand position creating a unique or relevant point of differentiation.
Strategy - Our creative strategy departed from typical industry clichés. We gave the resort a meaningful and emotional brand promise, “a sophisticated, playful, alpine experience.” We designed a new identity (the playful “W-skier” logo) introduced an updated color palette, a fresh photographic style and a light-hearted campaign theme that invited skiers and riders to “come out and play”.
Result - In a year that saw many Northeast ski resorts suffer decreases of more than 25% over prior years, Windham Mountain finished the season with a 3% increase in revenue. Web traffic at the Windham site surpassed even our expectations, with user sessions up 139%, page views up 227% and duration of visits up across the board.
Credits:
Client: Windham Mountain - www.windhammountain.com
General Manager: Tim Woods
Director of Sales & Marketing: Kirt Zimmer
Branding Strategists/Designers: - Wanderlust - www.createwanderlust.com
President & Chief Strategic Officer: Mark Shipley
EVP Image & Identity: Sara Tack
EVP Planning & Research: Patrick Reilly
Account Manager: Amanda Wheeler
Copywriter: Alan Beberwyck
Production Manager: Lynn White
Graphic Artist: Chris Havens
Photography: Johannes Kroemer - www.johanneskroemer.com
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