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MT. BACHELOR SKI RESORT
Mt. Bachelor ranks as the sixth largest ski resort in the US with its 4,318 acres of terrain spread across elevations from 5,700 to 9,065 feet and attracts social, fun-loving, mountain-lifestyle devotees who find exhilaration in outdoor, locally-inspired experiences. The mountain competes with resorts all across the West and Rockies, from mega-resorts like Whistler or Vail, to smaller resorts like Stevens Pass or Sun Valley.
Already considered the premier resort in the Pacific Northwest, Mt. Bachelor wanted to better connect with passionate local skiers and snowboarders that at times felt left behind by the resort’s growing national profile. At the same time, Mt. Bachelor hoped to draw more visits from large metropolitan areas. With a relationship that has lasted a decade, DVA rode familiar terrain to position Mt. Bachelor as an authentic wilderness recreation experience for locals and visitors, alike. DVA devised a direct message strategy, touting the resort’s new Cloudchaser lift and announcing a new Pure30 Pass product. Meanwhile, DVA implemented a new PR strategy meant to remind Central Oregon residents of Mt. Bachelor’s unique story. After the campaign launched, Mt. Bachelor enjoyed a record-breaking season.