Killington Resort

Killington is one of the top 10 ski resorts in America and by far the largest eastern resort. Our relationship goes back to 1990, and over the years we’ve worked with them in different capacities from full service agency to launching new resort acquisitions. When new ownership took over a few years ago, we were called in to help analyze their market and evolve their brand and marketing strategy going forward.

We felt that the image of the resort had become undefined in recent years, trying to be “too much to too many people” while competitors had invested heavily to carve out industry niches and market share during that time. Our recommendation was to go back to Killington’s roots and focus on what differentiated it from virtually every competitor – the sheer breadth and depth of skiing and riding.

At the time, the marketing department was working with three different national firms, and they were able to consolidate all of the new marketing and advertising responsibilities with The Imagination Company. We created the “Nowhere Else” campaign, and provided all the creative, design and messaging in all media for east coast markets and national publications, as well as the media strategy and placement.

“You know you have a good campaign when customers go out of their way to call you to let you know how much they like the ads. You know you have a great agency and creative partner when you can measure the positive impact of the campaign on your sales and market share the way we could.” – Dave Rathbun, VP Sales & Marketing