HUNTSVILLE, UT – April 11, 2025 – Snowbasin Resort's "No. 1" marketing campaign has been named a finalist for the prestigious National Ski Areas Association (NSAA) 2025 Best Overall Marketing Campaign award. The NSAA will announce the winner from four finalists at their National Convention on May 13, 2025, in Florida.
The campaign, which capitalized on Snowbasin's breakthrough rankings as the No. 1 ski resort by SKI Magazine, Outside, and USA Today, marked a pivotal moment for the 84-year-old resort that has historically remained under the radar among elite ski destinations.
"Being named a finalist for this national award is a tremendous honor that validates years of strategic work to elevate Snowbasin's position in the marketplace," said Michael Rueckert, Director of Marketing at Snowbasin Resort. "Our 'No. 1' campaign represented a unique opportunity to firmly establish Snowbasin as an elite destination in the minds of skiers nationwide."
The campaign's primary goal was mass awareness, generating approximately 25 million impressions across targeted digital and earned media channels. The strategic approach drove a 3.6x increase in landing page traffic compared to the prior winter campaign with 72% improved click-through rates and a large reduction in acquisition costs as the target audience responded strongly to the campaign.
The campaign extended beyond digital with strategic out-of-home placements, including a statement billboard constructed in the shape of a dimensional arrow at the primary freeway entrance to downtown Salt Lake City and prominent displays at Salt Lake International Airport's baggage claim area to capture arriving skiers.
While the campaign focused primarily on brand building and long-term positioning, it generated over $1 million in tracked e-commerce revenue with a strong ROAS. More significantly, the campaign has accelerated Snowbasin's transformation from a primarily local resort to a national destination, with strong growth in out-of-state visitors.
This recognition adds to several recent accolades for Snowbasin's marketing team. Earlier this year, they were named Marketing Team of the Year by Utah Business. In 2024, Utah Business awarded Snowbasin with Best Outdoor Advertising Campaign for their "Go North" placements, and Director of Marketing Michael Rueckert was named Marketing Disruptor of the Year.
Snowbasin's 2024-25 marketing team includes:
- Michael Rueckert - Director of Marketing
- Brooks Roe - Brand Manager
- Nathan Megura - Digital Marketing Coordinator
- Kate Indart - Social Media & Communications Coordinator
- Olivia Allsop - Graphic Design Project Coordinator
"This campaign doesn't just represent one season of marketing success, but a five-year journey as Snowbasin has finally begun receiving the recognition this incredible mountain deserves," added Rueckert. "Our goal has always been to position Snowbasin as a 'must-visit' destination, and this campaign was a pivotal step in that direction."
