At a pivotal time in its growth and identity, we were chosen by the state of New York to rebrand and create a new strategic vision for the state’s Olympic Region, the Lake Placid Community, and Whiteface Mountain.
The region had been home to to greatest Olympic Games in US history, but while the venues still existed and the ski resort itself was operating, it had lost much of its cachet and glory. With the 25th anniversary of America’s Greatest Games approaching, we proposed a strategy to regain that glory of “The Winter Sports Capital of the World”.
In addition to our creative and strategic work, we developed an ongoing regional and national campaign in virtually all media. But that was just the start of the fun. We had the rare opportunity to spend months working with the greatest Olympians of this and the past generation. We produced two films as part of the campaign: one for the 25th anniversary of the Miracle Games and another for the Games in Torino. During the process, we hung from 120 meter ski jumps, skied backwards down slalom courses, dropped a new camera down a luge track, and slightly fractured an arm filming speed skating. It was all good.
We kicked off our multi-year growth program with a first season of events that bolstered our branding & marketing efforts regionally & nationally. Events included:
- The premier of Disney’s acclaimed film “Miracle” at the Lake Placid Theater
- Relighting of the legendary Olympic torch
- A grand celebration & dedication of the Olympic arena to Herb Brooks, hosted by the Governor
- Reuniting all of the 1980 Olympic team for a nationally-covered event
- Press events from NYC with NBC Universal & other national personalties.
