WHAT WE DID
Brand Strategy & Positioning
Print / Radio / Digital Production
Taos Ski Valley came to Capital Goods looking for a partner to help tell the story of this one-of-a-kind resort, now in the midst of a $300 million revitalization. During our strategic process it became apparent that Taos' uniqueness and mystery was differentiating in an industry dominated by corporate skiing, but in order to drive increased visits immediately we would have to deal with a range of misperceptions and barriers head-on. Through our collaborative research process with consumers from Taos' key markets, we developed discrete messaging strategies to convince lapsed and prospective visitors to reconsider to Taos this winter. No longer would Taos only be known as a 4-letter word for steep, we would raise awareness of the renaissance taking place and why now was the time to say 'yes' to Taos.
Better, not bigger. Revitalized, but still true. More stuff to do, yet fewer distractions from what matters most: the mountain. Those who know Taos know it as a legendary place that puts skiing/riding at the top of the getaway experience. We believe our intimate scale and unique culture are assets to enhance, not expand. So let’s let the world know, Taos is improving without changing a thing.
This season we created an original set of icons to be utilized in the campaign, each representing a different part of the Taos spirit.