For generations, Mt. Spokane was a favorite ski resort among residents of northwest Washington. But, over the years, the mountain had begun to show its age, and those same residents were lured to Idaho by newer resorts and glossy marketing.

However, Mt. Spokane recently awakened from its slumber and added new runs, revitalized accommodations and asked Spokane agency, BHW1, to help it reconnect with the ½ million residents living in its shadow. To the creative team, the positioning was obvious: Remind skiers that truly big mountain skiing could be had just up the road without driving deep into Idaho. Hence the tagline for the campaign: “2,000 feet of vertical just 25 minutes from downtown.”

The message resonated: The ’06 ski season was the resort’s biggest ever.