Epic Pass is a ski pass brand owned by the Vail Resorts, which is one of the biggest ski resorts in the United States. They were planning to launch an advertising campaign that would capture the college student segment mainly in Colorado during the Fall 2015. Epic Pass provided the class with target segment data and express their objective of capturing the college student segment. The class was separated into 4 or 5 people per group in order for us to work efficiently. Every group was given the same information and they are given creative freedom to pursue the project. We were given 6 weeks to create campaign targeting the college student segment.
Project Guidelines & Deliverables
- Five Print Advertisements
- One Video Advertisement or StoryBoard
- One Presentation
REsearch & Idea development
Since we were given 6 weeks, our research consisted of surveying friends and classmates rather than a proper market research. Since our primary market is the college students, we consider the parents of these students are our secondary market segment. With the secondary market in mind, we decided create 2 different advertising messages. The first message is the concept of escaping school during the winter break which is directed at college student. The second message is the concept of value in the pass which will be directed at the parents which could buy the pass as a gift to their children.
During the course of 6 weeks, we created 5 mock-up print advertisements and 1 video advertisement around the concept of escaping school for the winter holiday and providing value pass to the students. We presented these advertisements to the marketing representatives of Epic Pass.
RESULTS & FINAL THOUGHTS
This concept was received really well with the professor and the marketing representative. Since we were the only group that did the mockup video of the concept, it elevated our representation. Our group was rewarded Outstanding Real World Marketing Project by the Professor.