The concept of this campaign was to advertise that the ski resort was open at night. This was achieved by using a key word – nocturnal. In this fictional project for Camp Fortune, I created a marketing strategy for an effective campaign. This included research, conceptualization, copywriting, branding, and design.
After researching the target market for Camp Fortune, I created three different concepts to direct the visuals of the campaign. These three options were thoroughly explored through research, moodboards, and sketching.
The first would be branded in a vintage ski style.
The second would be targeted toward those with children and communicate fun and family-friendliness.
The third concept was to advertise that the 24 runs and terrain park at Camp Fortune are open at night.
The third concept was chosen to increase profit for the night hours and maximize traffic at all times of day. This campaign targets young adults who will head to the ski hills after the sun has set to go night skiing. The written copy speaks to those young adults who are actively skiing or snowboarding, especially those who use the terrain park.
Black and white photography also emphasizes the campaign goal; and the words lifts, ride, and jump are action verbs that speak to the target audience.
Ads for this campaign were created at various sizes including ads for web, billboards, and social media.