Demand for video is up (from consumers, brands, marketing departments and the C-suite). But creating a good video/piece of digital content is resource intensive. So what should you be thinking about, before you hit the record button, to make sure you maximize your ROI? The aim of TED’s Ads Worth Spreading is to encourage a [...]
Posts under ‘Mountain Sports’
Fortune favours the brave: Why the best marketing opportunity of your life might also be the scariest. / La fortune sourit aux audacieux: Pourquoi la plus belle opportunité de votre vie peut aussi être la plus effrayante.
The best marketing opportunities might be the scariest. If you want to know what a commercial photographer can offer you, why not see what they can do in 72 hours of sub-optimal conditions with the pressure of a competitive screening at the end. That’s how Robin O’Neill saw the Deep Winter opportunity, when she “manned” [...]
Got Prospects? State of the Action Sport Industry
Thanks to Chad Mihalick from Malakye.com and Mike Lewis from TransWorld Business for asking the hard questions to let us know we’re in the right industry to ride through the recession.
5 Ways of Looking At Jay Peak
Working on developing campaign creative for Jay Peak 2012.12, we sent our AD on a reconnaissance mission. Here’s a peek through his viewfinder.
Growing the Groms – Sierra-at-Tahoe, Burton, Star Wars and Creative Thinking
Our copywriter, Lisa Richardson, came across this feature today about a kids program being co-developed at Sierra-at-Tahoe by Burton and the people that brought us Star Wars. It came to me on the same day we were meeting with the Canadian Ski Council to discuss a new project intended to attract and retain new entrants [...]
Outdoor Sports vs. Action Sports: Are they really so different?
What is an outdoor sport? What is an action sport? Historically, we’ve seen a distinct separation between the two categories, both in the consumers that partake in them, and the brands that cater to them. And while some sports clearly fall in to one category or the other – eg skateboarding is clearly established as [...]
How to Make Headlines
Breaking News! According to Global BC’s Sunday newscast: The City of Trail is getting buzz, not because it’s home to the largest zinc smelter in the world and prices are up, but because of a new ski movie that’s going viral. JP Auclair’s urban skiing segment was posted 2 weeks ago on several ski mag [...]
HEAD Skiers United: Hit or Miss?
Looking forward to seeing The Greatest Hits version of Didier Cuche and Jon Olsson schooling each other on the intricacies of jib and race culture. So, Didier can throw a 360 out of the pipe, Jon can flip his ski like a World Cup champ… what’s next? What a fresh way to use their bench [...]
