CASE STUDY VISIT SALT LAKE2 SKI CITY/ SALT LAKE Campaign: “Ski City” Winter Campaign, 2014-2015 Client: Visit Salt Lake Opportunity Although they offer ski enthusiasts four world-class resorts, boasting over 500 inches of epic snow per year, plus unparalleled ease of access to hundreds of hotels, restaurants and entertainment options, Visit Salt Lake discovered that the perception of their destination was that they offered limited experiences outside of skiing. So, “Ski City USA” (eventually donned “Ski City”) aimed to reposition Salt Lake and the four resorts as a robust, urban ski experience. The challenge was to develop a media plan and strategy that targeted key demo’s and effectively rebranded Salt Lake through strategic advertising channels. Objectives • Drive upper funnel awa

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