Industry News 9/24/2008

Origin Design + Communications Markets New World Record-Setting PEAK 2 PEAK Gondola.

Origin Design + Communications Markets New World Record-Setting PEAK 2 PEAK Gondola.

Whistler-based marketing, creative and communications firm Origin Design + Communications has recently launched an advertising campaign for Whistler Blackcomb’s newest development, the PEAK 2 PEAK Gondola. The first of the ads have begun to appear in ski and snowboard magazines all over the globe, communicating what is sure to be the biggest achievement to date for North America’s largest year-round mountain resort.
 
When it came time to take the PEAK 2 PEAK Gondola to market, Whistler Blackcomb approached Origin develop a concept for its awareness ads. The resulting campaign, which focuses on the PEAK 2 PEAK Gondola as a conduit to infinite possibilities on Whistler Blackcomb, employs a sleek and sexy ‘Car and Driver’ concept. The eight page gate-fold design features a cover with a candy-apple red gondola cabin on a black backdrop with the headline “THE VEHICLE”, followed by a gate fold of an inspiring black and white image of a skier entitled “THE DRIVER”, which in turns opens to a four page spread montage illustrating the gondola’s path from the peak of Whistler to the peak of Blackcomb. The headline sums up the campaign with, “THE ROAD TO INFINITE POSSIBILITIES.”

The campaign also includes double page spreads in publications such as Powder, SBC SKIER, Transworld Snowboarding, Frequency, The Ski Journal with creative communicating the “infinite possibilities” now available to Whistler Blackcomb’s guests. In the ski area’s typical confident and playfully irreverent voice, the ads respond to all of the company’s critics or skeptics with the headline, “Over the top? Absolutely.” We’d expect nothing less from Whistler Blackcomb.