Monumental: Skiing Our National Parks is a ski film unlike any other. Produced by Powder Magazine, presented by REI Co-Op, and filmed by KGB Productions, the film celebrates the 100th anniversary of the National Park Service. It pays homage to monuments of nature and solitude in an effort to remind us that we belong to something greater than ourselves. The premiere took to the road on a 19-city tour, stopping in Berkeley, Chicago, NYC, Burlington, and everywhere in between (not literally). Read more about the event and watch exclusive digital content from Powder Magazine here.
We connected with Powder to provide a sharp marketing and PR strategy for the tour (excluding REI in-store premieres). We worked with the Powder team to discover the primary objectives of the project and the resources available to achieve them. We developed a framework for social engagement, advertising, and other marketing collateral and activity. We identified key targets in local markets and built an actionable PR network database that propelled in-house marketing efforts. We also brought the premiere to our venue to showcase for the outdoor-loving Burlington audience.
Nationally, the strategic approach we built helped attract articles and mentions from press and blogs from all corners the country. Ski groups, college clubs, professional organizations, and others supported the film on social media and filled the venues with great energy and positivity for the project and for the National Parks Service. Locally, the demand at our venue gave the opportunity for a double-showing, with community partners offering awesome contribution—Smugglers’ Notch Resort even gave away a lift badge for the season to a lucky attendee. Vermont Ski & Ride Magazine, Skirack, Outdoor Gear Exchange, and other Vermont brands in the winter sports arena showed great support and helped contribute to the success of the event.
Marketing Strategy (National & Local)
Event Production (Local)