2025 Marketing Award Winners

Congratulations to the 2025 Marketing Award winners and finalists. Winners are highlighted in bold.

Best Overall Campaign (Over 500K Visits)

Skibig3, Alberta

The creative minds at SkiBig3, representing Banff Sunshine, Lake Louise Ski Resort and Mt. Norquay, reimagined the meaning of winter with their In the North campaign. Instead of simply promoting a destination, they invited guests to see winter as an adventure in Banff National Park. Through immersive storytelling, viral social media, in-person experiences, and strong results, they built a movement that made everyone want to head north. Judges appreciated SkiBig3’s charming video series and innovative activations, like bubble chair scavenger hunts and the Cold Award for visitors braving below-zero temps. SkiBig3 united guests, community, and staff around the joy of winter. The campaign reached millions, sparked conversations from LA to Toronto, and set new benchmarks for engagement and ROI. For successfully channeling the allure of the north and reminding us that winter is still a thing, NSAA awarded SkiBig3 the win for Best Overall Marketing Campaign.

Deer Valley Resort, UT

Deer Valley’s Deer Skiers campaign blends emotional storytelling with data-driven execution, honoring the resort’s luxury heritage while stepping into a bold new era. By addressing guests as Deer Skiers, the campaign fostered pride, belonging, and exclusivity that bridges legacy with growth. Despite a 65% cut in ad spend, Deer Valley saw higher click-through rates, increased ticket and pass sales, and surging social and web engagement. Its multi-channel strategy, with evocative visuals, influencer partnerships, and CRM personalization, created a cohesive, aspirational guest experience. For speaking directly to its high-end audience and balancing exclusivity with creativity, NSAA named Deer Valley a Best Overall Marketing Campaign finalist.

Snowbasin Resort, UT

Snowbasin’s No. 1 campaign transformed its recognition as the top ski resort by SKI Magazine, Outside, and USA Today into a brand-defining achievement. With a unified, multi-platform strategy spanning digital and out-of-home activations, Snowbasin reintroduced itself nationally as a premier destination. Described by one judge as a “PR dream campaign,” the effort generated over 16 million global media impressions, a record-breaking surge in destination visitors, and over $1 million in tracked sales. It also fostered community pride, earned multiple Utah Business awards, and inspired the industry with a masterclass in using real accolades for brand elevation. For its execution, agile marketing, and outstanding PR, NSAA named Snowbasin a finalist for Best Overall Marketing Campaign.

Steamboat Resort, CO

The Steamboat Way campaign stands out for its guest-centric approach that blends authentic Western heritage with cutting-edge data strategies. Building on recent branding, Steamboat reinvented its messaging in the campaign’s third season to keep it fresh, relevant, and emotionally resonant. By focusing on specific guest personas, the resort delivered tailored, meaningful content across demographics — from loyal, multi-generational visitors to younger, more diverse audiences. The results: increased skier visits, higher guest spend, strong digital engagement, and industry recognition. Beyond marketing, the campaign transformed Steamboat’s internal culture, with staff training and guest experiences centered on these values. For its evolution of a multi-season campaign showing what inclusive, data-driven marketing can achieve, NSAA named Steamboat a finalist for Best Overall Marketing Campaign.

Best Overall Marketing Campaign (Under 500K Visits)

Jay Peak Resort, VT

Jay Peak’s Pass The Jay campaign was a bold celebration of identity, inviting guests and staff to shape and share what it means to be Raised Jay. Built on authenticity and community participation, the campaign showcased the resort’s quirky, soulful brand with irreverent copy, custom illustrations, confessional videos, and over 30,000 handwritten wall cards. Strategic storytelling unfolded across digital, print, and on-mountain touchpoints, combining emotional connection with a playful tone. From branded skis to guest-generated artwork and giveaways, Pass The Jay made brand loyalty a living expression of culture. Results included over 8.3 million paid social impressions, 750 hours of video watch time, and a 30% increase in lift ticket revenue during one of the resort’s most successful seasons. Judges praised the campaign for its creativity and emotional impact. For exuding Jay Peakness and creating a thoughtful, community-centered campaign, NSAA honored Jay Peak with the award for Best Overall Marketing Campaign.

Bogus Basin Mountain, ID

Bogus Basin’s 2025 Season Pass Sale campaign exemplifies how mission-driven marketing can deliver results without compromising community values. As a nonprofit ski area serving over 420,000 annual skier visits, Bogus balanced surging demand with a commitment to preserving its small-town charm. The campaign struck a chord with emotional storytelling, nostalgic vibes, and local pride to promote responsible recreation and value-based purchasing. Anchored by the theme “The mountains are for memories. Not for profit,” it featured cinematic visuals, grassroots humor (including custom coasters), and segmented digital targeting. The campaign generated record revenue despite selling fewer passes than previous years and ignited strong engagement across platforms. Enthusiastic community response and public praise underscored its cultural impact. For proving that locally grounded marketing can resonate more powerfully than hard sales, NSAA named Bogus Basin a Best Overall Marketing Campaign finalist.

Taos Ski Valley, ID

Taos Ski Valley’s 2024–25 winter campaign redefined how a small resort can make a bold, lasting impression. In a year with minimal snowfall, Taos leaned into its steep terrain, soulful culture, and Southwest sense of place to deliver a brand repositioning that resonated deeply. Centered around frontierism, the campaign invited adventure-driven skiers and riders to explore something off the beaten path, using stunning imagery to support the storyline. With a full-funnel media approach, the campaign achieved a 5.2% increase in pass sales revenue, a seven-point increase in renewal rates, and national media recognition. By refusing to market to the masses and championing its wild, out-there appeal, Taos showed success lies in staying true to what differentiates a resort and its community. For nailing the look, tone, and feel of this culturally rich place, NSAA named Taos a finalist for Best Overall Marketing Campaign.

Best Social Media Campaign

Hatley Pointe Mountain Resort, NC

Hatley Pointe’s race to open has revitalized a once overlooked ski area into a true destination, building excitement and loyalty by sharing every challenge and triumph. After losing their original Instagram account, the team rebuilt their following through a curated feed and word-of-mouth marketing, reaching millions across platforms. With 24.4 million Instagram views and 13.1 million on Facebook by season’s end, the campaign drove strong attendance and reignited local pride. They also used TikTok for behind-the-scenes updates, turning construction progress into an engaging narrative that captured a younger audience. Judges praised the pipeline from influencer content to real results—“a really new approach that merges the classic fun of skiing with the online interest in other people’s lives.” For turning adversity into deeper connection and setting a new benchmark for transparent, effective social media in snowsports, NSAA named Hatley Pointe the winner for Best Social Media Campaign.

Palisades Tahoe, CA

Palisades Tahoe’s social media program is a dynamic system built to connect, educate, and inspire daily. Guided by their creative framework, the team crafted content reflecting the mountain’s rhythms across four seasons — from fresh powder to après moments — turning each post into a piece of their adventure culture. Anchored by the Mountain Surf Report, the ski area blended real-time updates with storytelling, high-quality visuals, community engagement, and a voice that’s both human and legendary. Judges noted the campaign’s clarity in audience segmentation, channel purpose, and templatized graphics, with one judge commenting: “Basically I’d like to take multiple pages out of their playbook.” Its layered content structure worked seamlessly despite its complexity. For its strategic approach to positioning the resort as more than a destination and empowering every guest to become part of their legacy, NSAA named Palisades Tahoe a Best Social Media Campaign finalist.

Snow Snake Ski and Golf, MI

Snow Snake’s Chairlift Conversations is a fun, down-to-earth social media series that highlights the people who make this ski area special. Through short, easygoing on-lift interviews, the campaign introduces staff and guests, offering a look at the heart and personality of this family-owned ski hill. With beautiful mountain views and relatable stories, the videos connect with longtime visitors and newcomers alike. TikTok views jumped more than 13 fold from last season, aligning with Snow Snake’s young audience. Judges appreciated the family mountain vibe and noted that the star interviewer is now recognized in real life. For its strong storytelling that boosted visibility, built community, and made more people want to join the fun on the slopes, NSAA named Snow Snake a finalist for Best Social Media Campaign.

Best Use of Video

Deer Valley Resort, UT

Deer Valley’s winning campaign offered a behind-the-scenes look at ski patrol, using video to highlight the hard work that goes into keeping the mountain safe. Part of a larger effort combining social media, podcasts, and on-mountain interactions, the series made safety feel personal and relatable. With over 1 million views, it sparked meaningful conversations, built trust, and stressed responsible skiing. Judges praised the holistic approach, balancing high-quality production with engaging silliness, especially the “Saved By The Bell” rope ducking riff and avy dog videos. Also notable was the lift in ski-patrol-related NPS. By blending education with storytelling, the campaign strengthened the culture of care that defines the Deer Valley experience. For its great effort to make safety salient, NSAA honored Deer Valley with the award for Best Use of Video.

Shawnee Mountain, PA

The Beginner’s Guide to Shawnee Mountain wasn’t a typical marketing campaign (and also earned a nod in the Safety Awards). By meeting guests where they are—on their phones—and making the information entertaining and shareable, the guide turned first-timer education into something fun, friendly, and social. Shawnee used short, playful videos with real-mountain footage, quick tips, and easy visuals designed for TikTok, Instagram, and Facebook. These videos made beginners feel excited and included, turning safety and prep into part of the adventure. The campaign saw an 800% increase in engagement on safety-related content, far surpassing its 25% goal, and the team noted better guest preparedness. For creating a campaign that inspired confidence, sparked engagement, and made first-time skiers and riders feel like they belonged before hitting the slopes, NSAA named Shawnee a Best Use of Video finalist.

Whistler Blackcomb, British Columbia

Whistler Blackcomb’s Elemental campaign reimagined the ski film, mixing high-action skiing and snowboarding with storytelling about the natural forces that shape the mountain — from weather to geology. Instead of just showcasing terrain, the campaign brought viewers into a deeper connection with the land. With a multi-part social media rollout, a sold-out live premiere, and success at five major film festivals, Elemental captured hundreds of thousands of YouTube and social media views. Audiences praised it as a “Planet Earth meets ski film,” celebrating its cinematic beauty and fresh approach. For its breakthrough in long-form, archive-driven storytelling that combines adventure, science, and the sport we all love, NSAA named Whistler Blackcomb a finalist for Best Use of Video.

Mountains Are For Everyone

Mt. Bachelor, OR

The Play Forever program at Mt. Bachelor is a shining example of how a ski area can make authentic inclusion and access a foundational value. Rooted in the belief that everyone should experience the joy of the adventure lifestyle, Play Forever recognizes the barriers — social, cultural, financial, and logistical — that prevent underrepresented communities from fully engaging in snowsports. The program’s mission is about offering resources and building lasting connections and a genuine sense of belonging for all guests and staff. Judges called out the Vamonos Outside partnership that fostered a stronger connection with the Latino community, inspiring its members to explore employment opportunities at the ski area. “It demonstrates that it’s not necessarily on the resort to handle everything, but to build true relationships with outside orgs and support them in supporting others,” one judge noted. For its holistic, year-round effort to educate and act, NSAA awarded Mt. Bachelor the Mountains Are For Everyone win.

Arapahoe Basin Ski Area, CO

Gay Basin is more than an annual event — it’s a joyful celebration of LGBTQ+ pride and belonging that’s become part of the ski area’s identity. A-Basin created a space where everyone felt welcome and valued. By partnering with local nonprofits and turning the mountain into a colorful, inclusive party, the ski area drew record crowds, boosted sales, and sparked strong engagement. Judges appreciated that A-Basin stood up to hateful comments online, committing to keep the conversation positive and extending their welcoming vibe to social media. For exemplifying strong allyship and going bigger each year, NSAA named Arapahoe Basin a Mountains Are For Everyone finalist.

Bolton Valley, VT

At Bolton Valley, inclusion isn’t a trend, it’s part of the mountain’s DNA. For over 50 years, the resort has prioritized accessibility, from night skiing to affordable kids’ programs. Today, that mission continues through partnerships with groups like Unlikely Riders, which brings BIPOC and marginalized communities to the slopes with lift tickets, gear, gathering space, and workforce opportunities. The grassroots Bolton Babe Force also created a vibrant, year-round network for self-identifying women and gender-expansive outdoor enthusiasts through group rides, clinics, and backcountry adventures — something judges hope to see duplicated elsewhere. By fostering affinity spaces and offering tangible support, Bolton Valley is busting barriers and redefining belonging in snowsports. As one partner said, the mountain doesn’t just make space — it helps communities shape their own. For incorporating meaningful inclusion from several fronts, NSAA named Bolton Valley a Mountains Are For Everyone finalist.

Snowbird, UT

Snowbird’s Freeloader Pass campaign went beyond selling season passes, creating a pipeline for youth participation. By offering free, unlimited access to anyone 18 or under, regardless of family structure, Snowbird introduced flexibility to an often exclusive sport. The ski area welcomed single parents, grandparents, neighbors, and friends, making skiing more accessible and inclusive. Backed by thoughtful content marketing and real-life guest stories with diverse representation, the campaign saw strong outcomes. Judges were impressed that 5% of year one Freeloader passholders transitioned into paying passholders. For switching up their steep and deep messaging to focus on families and connecting with the next generation of skiers and riders, NSAA named Snowbird a Mountains Are For Everyone finalist.

Past Marketing Award Winners