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Canadian Mountain Holidays

Take Flight Campaign

 A man looks out over the mountain as he prepares to jump out and ski it.

INTRO

Differentiation at Elevation

The Challenge

 

Based in Banff, CMH is the largest heli-ski company in the world,  operating twelve lodges in the mountains of British Columbia over a total terrain larger than the state of Colorado. After years of sustained success, the economic downturn affected bookings. They sought fresh thinking on their brand and engaged us. What we found were very loyal customers who were fervent evangelists of CMH. There was no question about the premium quality of the actual adventure product. But frequently, guests talked more about the experience beyond the actual heli-skiing. We also learned the current CMH guest profile was progressively getting older, and not being replaced by a younger generation of future heli-skiers.

Our Approach

 

It was time to re-define what the CMH Heli-Skiing experience entailed. We re-positioned CMH Heli-Skiing with three pillars: the camaraderie between guests and CMH guides and staff; a wild mountain setting with amenities like gourmet food, spa, and lodge activities; and certainly, the thrill of finding and skiing unparalleled, untracked powder only be found in the Canadian Rockies. We called the campaign Take Flight, using emotional video and photographic content that anchored CMH’s earned and paid media, as well as developed a Campaign Guide to help their in-house team create assets to support future efforts.

Project detail

Alexandra Fuller, Creative Director / Struck

It's always wonderful to work with clients so deeply passionate about their work and their product. The collaboration with CMH was awesome.

What We've Done

Brand Strategy

Positioning

Advertising Campaign

Other Words For Powder

Pow

Gnar

Blow

Freshies

Champagne

 A bird's-eye view of the trees and snow.
 
 
 
 
 
 
 The backs of two skiers as they look out at the sunny mountain.
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