Campaign Spotlight:
Season pass sales campaign. Directed, produced, filmed and edited by John Tully.
Challenge:
Midweek bookings during the winter season historically trailed behind weekends, especially among the older demographic who prefer quieter, more relaxed stays. The challenge was to shift perception and drive interest in a midweek escape—without relying on heavy discounts or gimmicks.
Strategy & Execution:
A layered campaign focused on limited-time incentives, emotional storytelling with a local voice sharing clear value. The unscripted video featured a real passholder sharing what the mountain means to them and how a season pass contributes to their lifestyle.
Success:
The campaign drove a measurable spike in early-season pass sales, particularly among returning guests and first-time buyers. By leaning on real stories and a sense of belonging the campaign helped turn hesitation into commitment and strengthened customer loyalty in the process. This was part of an effort that made record season pass sales in a year that sales are down industry wide.
Campaign Spotlight:
Rekindle the magic of winter and feel like a kid, again. The perfect midweek winter escape, is closer than you think at the Omni Mount Washington Resort & Spa in the White Mountains of New Hampshire. Directed, produced, filmed and edited by John Tully.
Challenge:
Midweek bookings during the winter season historically trailed behind weekends, especially among the older demographic who prefer quieter, more relaxed stays. The challenge was to shift perception and drive interest in a midweek escape—without relying on heavy discounts or gimmicks.
Strategy & Execution:
I created a targeted video campaign centered on the idea of a “quiet winter reset,” highlighting serene landscapes, cozy accommodations, fun activities and the calm, crowd-free atmosphere of a midweek stay. The video spoke directly to a mature audience looking for peace, comfort, and a change of scenery—with all the charm, none of the hustle.
Success:
The campaign resulted in a clear uptick in midweek bookings during the winter months, and is forward thinking to hit markets for the 2025-2026 season early. It proved that with the right message and storytelling, even traditionally slower periods can be re-positioned as sought-after experiences.
Campaign Spotlight
I Am a Snowmaker Contest + HDK Snow Gun Integration. Directed, produced, filmed and edited by John Tully.
Challenge:
Snowmaking is the backbone of the winter sports industry, yet the people behind it, the snowmakers, rarely get the spotlight. The goal was twofold: celebrate the grit and dedication of snowmakers, and promote the performance and efficiency of HDK’s high-efficiency snow guns to an industry-savvy audience.
Strategy & Execution:
We launched the video as a submission for the “I Am a Snowmaker” contest, which invited ski areas across the country to nominate standout team members. The content was authentic, visually powerful, and focused on the work ethic and pride behind the scenes.
Success:
The video generated industry-wide attention, boosted our team’s visibility among resort decision-makers and guests, and fostered a sense of pride and recognition within snowmaking teams.