The campaign "How far would you go for a lift ticket?" by Mont-Sainte-Anne & Stoneham employs an ambient advertising approach to emphasize the lengths to which passionate skiers are willing to go for access to quality ski slopes. The brand proposition centers on the idea that the ski experience offered at Mont-Sainte-Anne and Stoneham is so compelling and desirable that audiences will actively seek out the opportunity, even under challenging conditions. This positions the resorts not merely as recreational destinations but as aspirational lifestyle experiences with a strong emotional pull for winter sports enthusiasts.
Strategically, the campaign leverages the insight that ski and snowboarding enthusiasts value both the adventure and exclusivity of lift tickets, suggesting a commitment that resonates with their passion for the sport. By creating an ambient stunt involving snow guns, the creatives translate this insight into a tangible, experiential message: the resorts literally generate snow to meet the demand, reinforcing their dedication to delivering conditions optimal for skiing. The choice of an ambient medium and a viral video format reflects a targeted outreach to a digitally engaged demographic who appreciate unique, authentic experiences and value innovation in leisure activities. The campaign’s straightforward question—“How far would you go for a lift ticket?”—serves to provoke reflection and engagement, effectively connecting with lifestyle-driven consumers motivated by challenge and authenticity in recreational pursuits.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign fits FORMAT#9 because it constructs a symbolic, exaggerated challenge—braving active snow guns—to dramatize the ultimate reward of a ski lift ticket at Mont-Sainte-Anne & Stoneham. The core question, "How far would you go for a lift ticket?" and the stunt itself are not conventional demonstrations or stories, but rather a playful visualization of passion and devotion associated with skiing. The snow guns act as a metaphor for the extreme lengths enthusiasts will go to for the experience, encapsulating the brand’s allure through creative symbolism rather than literal product attributes or story arcs.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Whistler Blackcomb – Market Positioning
Whistler Blackcomb positions itself as North America’s premier ski resort, offering the largest skiable terrain and cutting-edge amenities. It emphasizes a world-class, all-season mountain experience with luxury accommodations, diverse terrain for all skill levels, and vibrant village life. Its strategic focus is on delivering a comprehensive high-end lifestyle and adventure destination that attracts both domestic and international travelers.
2. Blue Mountain Resort – Market Positioning
Blue Mountain Resort differentiates by positioning as Ontario’s largest and most accessible ski destination, catering primarily to families and day-trippers. It balances quality skiing with a broad array of leisure activities, focusing on convenience, affordability, and a friendly atmosphere, making it ideal for weekend getaways and beginner to intermediate skiers looking for an all-around recreational experience.
3. Tremblant Resort – Market Positioning
Tremblant Resort is marketed as an upscale, European-style ski village in Eastern Canada, blending skiing with cultural and hospitality experiences. It targets lifestyle-conscious visitors seeking a charming atmosphere with ski-in/ski-out access, a pedestrian village filled with shops, dining, and entertainment, positioning itself as a luxury leisure destination with year-round appeal.
4. Mount Washington Alpine Resort – Market Positioning
Mount Washington Alpine Resort emphasizes its natural beauty and diverse terrain on Vancouver Island, promoting a family-friendly environment with a welcoming community vibe. It differentiates through affordability, accessibility for West Coast residents, and a strong focus on outdoor recreation beyond skiing, including hiking and mountain biking, aiming to be a holistic mountain destination.
5. Big White Ski Resort – Market Positioning
Big White Ski Resort positions itself as a family-oriented resort with consistently reliable snowfall and a welcoming, friendly atmosphere. It capitalizes on its award-winning ski-in/ski-out accommodations, extensive beginner and intermediate runs, and vibrant après-ski scene. The resort appeals to those seeking a balanced mix of quality ski conditions and community-oriented leisure activities in British Columbia.
Q: What is How far would you go for a lift ticket? about?
A: How far would you go for a lift ticket? is a 2015 ambient campaign created by the agency 32 Mars for Mont-Sainte-Anne & Stoneham, targeting the Canadian recreation and leisure market. The campaign centers on an experiential stunt where snow guns were set up in real environments, challenging potential visitors to brave artificial snow for the chance to win a coveted lift ticket. This activation was designed to ignite the adventurous spirit of skiing enthusiasts, reinforce the resorts’ appeal as must-visit destinations, and drive engagement through both physical participation and digital traffic to the brands’ official websites.
Q: What creative device does How far would you go for a lift ticket? use?
A: How far would you go for a lift ticket? employs FORMAT#9 SYMBOLIZE THE BENEFIT, as classified by Clapboard’s 12-format taxonomy. The campaign constructs a symbolic and exaggerated challenge—asking participants to endure active snow guns—to dramatize the passion and lengths ski enthusiasts will go for a lift ticket at Mont-Sainte-Anne & Stoneham. Rather than relying on conventional storytelling or product demonstration, the snow guns serve as a metaphor for the thrill and commitment associated with skiing, using creative symbolism to encapsulate the brand’s allure and the emotional reward of the experience.
Q: What is the campaign proposition for How far would you go for a lift ticket?
A: The campaign proposition for How far would you go for a lift ticket? positions Mont-Sainte-Anne & Stoneham as destinations so compelling that true skiing enthusiasts will go to great lengths for access. By leveraging an ambient stunt with snow guns, the brand speaks directly to adventure-seeking consumers who value authenticity, challenge, and exclusivity in their leisure pursuits. The campaign’s message underscores the resorts’ commitment to delivering optimal ski conditions and a memorable experience, aiming to deepen emotional engagement and reinforce the resorts as aspirational lifestyle choices within the recreation and leisure category.
Q: How does How far would you go for a lift ticket? rank in Clapboard's archive?
A: In Clapboard’s global ad archive, How far would you go for a lift ticket? holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial authority.
Q: Who are the competitors in Mont-Sainte-Anne & Stoneham's category?
A: In the Canadian ski and leisure market, Mont-Sainte-Anne & Stoneham compete with several prominent resorts. Whistler Blackcomb leads with its positioning as North America’s premier, all-season luxury mountain destination, while Blue Mountain Resort focuses on accessibility and family-friendly experiences for Ontario visitors. Tremblant Resort offers an upscale, European-style village atmosphere with cultural and hospitality appeal, Mount Washington Alpine Resort emphasizes natural beauty and a holistic outdoor recreation offering on Vancouver Island, and Big White Ski Resort is known for its reliable snowfall, ski-in/ski-out accommodations, and welcoming community, appealing to families and social skiers alike.
.webp)
