Evolving brand campaigns into performance marketing tactics to drive lift ticket sales
The Challenge
Palisades Tahoe entered their 24/25 winter season with a new 75th Anniversary brand campaign developed by their brand partner, and they needed a creative production partner who could bridge the gap between brand identity and performance marketing. While the new identity captured the essence of the resort’s heritage, it required thoughtful translation into creative assets designed to drive measurable results. Already serving as Palisades Tahoe’s media partner, 85SIXTY was tapped to lead this effort through its performance creative team and tasked with developing assets that aligned with the ski resort’s identity while effectively supporting sales performance.
Our Role
- Creative
- Media
- Accounts
Our Proof
Stronger view-through revenue YoY
Stronger click-through and view-through ROAS YoY
More clicks driven YoY
Our Strategy
We sought to amplify creative success from past wins, develop new wins, and establish learnings that would drive evolving performance. We established a refresh cadence that would align with both their seasonal updates, such as seasonal visual updates and fluctuating lift ticket pricing, and paid media best practices to ensure that assets stayed relevant with minimal fatigue. Because we are also Palisades Tahoe’s media partner, we were able to interpret their media strategy, develop creative for each product campaign’s goals, and tailor them across funnel stages. Our creative team continuously monitored media performance to inform future creative refreshes and push creative performance.
Our Approach
We immersed ourselves in Palisades Tahoe’s 75th anniversary campaign to fully understand the seasonal messaging and visual direction they aimed to convey throughout the year. To complement this, we conducted a thorough audit of their past performance, analyzing which creative strategies had been successful, which had fallen short, and identifying untapped opportunities. This dual approach allowed us to align our creative strategy with both their refreshed brand identity and areas of potential growth while amplifying low-hanging fruit that we knew would drive performance.
The Results
Palisades reported strong year-over-year revenue gains. These results directly correlated with our expanded performance creative support, which played a key role in driving higher engagement and conversions across their paid media campaigns.
