Case Study:  Olympic Region of NY

There are few brands that stir as much emotion and pride as the Olympic brand. So we were understandably excited when we were chosen to develop and market the 25th anniversary celebration of the “Miracle Games”. This opportunity led to our rebranding of the Olympic Region and Whiteface Mt. for the State of NY and our work on the ’06 Torino Olympics.

Our initial strategy capitalized on the release of the Disney movie “Miracle” as a launch for the official celebration to bring national focus back to Lake Placid, the Olympic venues and Whiteface ski resort. The season began with the movie debut at the tiny Lake Placid Theater, culminating with a re-lighting of the 1980 Olympic flame and our co-produced show hosted by Gov Pataki .The show was a sold-out red carpet event featuring epic figure skating performances punctuated by a series of Imagination Company short films on the Miracle Games.

Our ongoing re-branding built on the momentum focusing around our positioning – “The Magic Continues” – and our strategy to combine the Lake Placid region and Whiteface resort into one marketing entity “whitefacelakeplacid.com”. Our media and partnership program brought the message heavily into NYC and national media while working closely with NBC and ESPN radio.

After the first season with the new brand, Whiteface was named “Best In The East” for off-slope activities by SKI Magazine for the first time ever. It has held it’s ranking at #1 or #2 for many years since.