Already the fifth-largest ski and snowboard resort in North America and 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 Portland. 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 to Portland, 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 in 2016-17.