Heavenly Mountain Resort

Creative Brief

1} Wh y do es our cli en t need to ad verti s e?

Heavenly Mountain Resort on the California/Nevada border has two main issues that hinder its
growth. First, the city of South Lake Tahoe is mostly unknown as a ski destination to an
international audience. Second, Heavenly battles increasing competition in their area. To take a
seat at the table of the international ski community, our resort needs to advertise.

2} Wha t is th e ad verti sin g go ing t o ac co mpl ish?

Our goal is to increase ticket sales and the number of clients by appealing to a specific niche in the
international ski community.

3} Wit h who m ar e we goin g to c onn ec t ?

“T H E NA VI GA T OR ” who has an annual income over 75,000 US Dollars.

4} Wha t ar e th e mos t insi gh tful thin gs we k no w abo u t t hem ?

“Manu the Navigator”

In Manu’s native country, there was no place to go skiing; thus, it pushed him to seek out the
snow. He scouts for his ski destinations as if he was a 49er digging for nuggets of gold. He
discovers that these nuggets fulfill his desire to mentally and physically experience himself. More
powerfully, they provide him with authentic encounters and a sense of being part of culture.

Just as a paratrooper who lands ahead of a main force to mark the drop zone, the navigator takes
the reigns and leads his group through their travels. When his group travels, Manu continually
elevates the group’s energy. If he can’t find the right environment, he will create it. When
immersing himself in different departments of life, he seeks vitality and shares it with his
companions. This brings him satisfaction, as well as a role in his group.

-Wh er e i s o ur op por tu nit y?

Latin America, specifically Mexico, because there is no snow, thus no place for them to ski.
However, the navigator belongs to culture. They are in every country.

5} Wh at is th e si ngl e m os t effecti ve m es sa ge we c an t ell th em ?

Journey to Heavenly and claim uncharted parts of your soul.

6} Wh at el s e i s th er e to k no w tha t s up port s this m essa g e?

 At Heavenly there are things to come across at every moment of the day:
-Gondolas and trams that take skiers and sightseers up and down the mountain quickly
-Full bar and outdoor lounge areas at different points of the runs
-A mountain that borders two states: Nevada and California
-Casinos
-New cuisine
-Communal fire pits
-Heavenly Village: shopping, eating, and experiencing authentic So. Lake Tahoe life
-4,800 acres of exploration
-10,067 ft elevation
-High speed lifts so skiing time is maximized
-International community of employees and clients

Not only does Heavenly have the most central and easy location to reach for travelers, but it also
contains within itself an encompassing world of its own. Our mountain resort was constructed
upon the spirit of navigator.

Ton e: Youthful, lively, and approachable.

M edi a Pla c ement: Bars, travel blogs, researching sites and guides, guerilla, outdoor areas
(skate parks, bike trails), iPhone (navigation app for Heavenly,) airports and their surrounding
areas, as well as other modes of transportation.

For m or e ex p eri ent ial inform ati on: refer to our Heavenly blog at:
www.eterrain.tumblr.com.

YVANNIA PEREZ , Copyright 2010