Windham Mountain

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Windham Mountain, in New York’s Catskill Mountains, is one of the closest major ski resorts to the New York Metro population center. In recent decades, the resort's biggest challenge was that skiers and riders in their market thought of Vermont ski resorts first, Hunter Mountain (a close Catskill competitor) second, and Windham Mountain third. The resort lacked a clear brand position, its visual identity and campaign strategies meandering about without creating a unique or relevant point of differentiation for the mountain.

While skier days (and overall revenue) showed Windham Mountain to be a strong player in the industry, management wanted to take the brand to a higher level. The new owners wanted an identity that would make them a destination ski resort rivaling Beaver Creek or Deer Valley. In doing so, they expected an increase in season pass sales, increased traffic to the Windham Mountain website and higher lodging occupancy.

As part of a major $5 million capital improvement strategy, Windham Mountain hired Wanderlust to reposition the brand in a top-to-bottom overhaul of its identity, mass media creative, on-mountain signage, website and collateral.