Industry Press Release

Factory Design Labs Launches Soul Of Skiing’ For Squaw Valley


Campaign avoids skiing clichés when bringing resort’s spirit to life


Denver, CO (November 19, 2013) — With an overabundance  of ski destinations in North America all touting amazing terrain, great conditions and complete vacation experiences, it is easy for any resort to get lost in this highly competitive marketplace.

So, when Factory Design Labs was tasked with bringing the spirit of Squaw Valley and Alpine Meadows to life, they eschewed photographing the jaw-dropping resorts’ legendary landscape and scenery in order to focus on the true and meaningful adventures customers are exposed to at the resort.

The integrated campaign which includes print, out of home and digital, takes a more pragmatic approach in conveying the ‘soul of skiing’ by treating us to personal and memorable moments that we have all experienced on the slopes and never want to forget. 

Scott Bowers, Chief Brand Officer, Factory Design Labs, says:  “We built the campaign around the statement, ‘Skiing has a soul. This is where it lives.’ Squaw Valley have an opportunity to stand out by expressing something unique.  Its heritage spans decades with an authenticity that can’t be fabricated so we decided to concentrate on those irreplaceable moments that stay with you forever.  We have brought this to life by creating change through inspiration.”

Cara Whitley, Chief Marketing Officer, Squaw Valley, adds:  “The campaign allows us to tell the story of the resort across multiple platforms, bringing to life the adventurous spirit to really engage both our guests and employees in all the things that make Squaw and Alpine such a unique and special destination. From the 1960 Olympics through the birth of freeskiing culture – Squaw Valley has played a significant role in the history of skiing and ski culture – we’re excited to share that through our new campaign.”

Squaw Valley is rich in heritage.  It was designated a California Historical Landmark in 1960 after hosting the first ever televised Winter Olympics, beating the likes of Innsbruck, Austria  for a place in skiing legend.   Squaw Valley is also generally regarded at the birthplace of extreme skiing.  It was here the late pro skier and BASE jumper, Shane McConkey, resided and Greg Stump filmed part of his classic ski movie ‘Blizzard of AAHH’s’ with Scot Schmidt at the resort. 

Campaign credits:

Creative Director – Emily Philpott

Associated Creative Director -Matt Chiabotti

Senior Copywriter – Jeff Erin

Copywriter – Alex Ryden

Planner – Megan Fearnow

Planner – Haley Sevalstad

Account Director – Mietra Beyer

Account Manager – Megan Gonzalez

Media Agency – EXL (National), FDL (Texas)