In an effort to help Northstar-at-Tahoe stand out in the world of ski resort advertising with a fraction of the budget we developed a multipoint campaign that was intentionally off-kilter. At the heart of the campaign is Glen Heywood, Northstar’s resident ambassador, ahem, Goodologist. In addition to his online presence, a number of traditional media outlets were employed to help Glen spread the word about the good stuff at Northstar. He offered snow wisdom via a call-in radio show, in newspaper advice columns and during morning television. He also made special appearances at the mountain and returned every voicemail he received on his personal 800 number. Remember, up is where the good is.
