Campaign Imminent: Steamboat taps new creative agency partner (Score 51)
Steamboat Ski & Resort 
Corporation has named Fortnight Collective as AOR to handle brand strategy and full creative and production services. The agency's first work for the resort will reportedly roll out this fall, so sellers should get in touch soon to secure last-minute ad dollars. We may also see additional agency reviews.
Right now, Steamboat is preparing for its upcoming 60th anniversary. Fortnight will highlight its heritage, the 60 years that have passed, the snow and terrain and its ongoing "Full Steam Ahead" development project. The development project is a $200m investment in resort infrastructure that will include a reimagined base area, new lifts and expanded terrain. The expansion will make Steamboat a Dreamboat - it will officially be CO's second-largest resort.
So far this year, Pathmatics reports the company has spent roughly $27.8k on digital ads, only around a fifth of the roughly $135.3k it spent within the same 2021 timeframe. In 2021, Steamboat's approximate full-year spend jumped 29% to $263.8k from that of $205.1k in 2020. The company has earned around 3.2m digital impressions YTD via Facebook (81%) and Instagram (19%) ads.
We'll see promotional activity around Steamboat's expanding resort ahead of this ski season, so keep an eye out for higher spend this summer. According to Kantar data, the company also invests in OOH and local broadcast. Steamboat's wide target demographic skews toward parents in search of vacations for their families, along with more serious skiers.
Agency & martech readers - As I briefly mentioned, additional agency reviews could easily follow this hire. I suggest reaching out sooner rather than later to offer media, PR and/or digital analytics services. Winmo states Thayer Media handles media.
