Camp Fortune is one of the oldest ski centres in Canada, but it is by no means the only one in the Ottawa/Gatineau region. The issue at hand was to create a campaign that would compel the target audience to purchase a Season Pass for Camp Fortune instead of its competitors. Using a repeatable theme and an effective hook, the goal was to design a campaign to be used across various advertising opportunities (web and print). The campaign would attract a wide range of enthusiasts to purchase a pass for Camp Fortune, being the obvious choice for some winter fun.
InDesign, Photoshop, Illustrator.
After some market research into the nearest and biggest competitors, it was clear Camp Fortune would need a unique selling point to make it rise above the rest. With a family oriented target audience in mind (Fortune is a great place for beginners and experts alike), three different concepts were originally presented along with moodboards for visual direction.
Camp Fortune has one key advantage over its competitors: it is the only ski hill within 15 minutes of downtown Ottawa. Time is something that can’t be bought. You can, however, make the most of it. That notion is the focus of this campaign.
A mostly monochromatic blue palette stays in line with past campaigns and current branding. This allows for returning customers to feel a familiarity with the brand they already know and love. The introduction of a red accent adds excitement for the fun that awaits them.
A Sans Serif font gives this traditional brand a modern uplift. The condensed nature keeps the design new and fun, while complementing the current branding style.
Once the best concept for the campaign was chosen, it was sketched into varying layouts. This ensured the design could be versatile and consistent throughout the expected deliverables. Then, the concepts were digitized and different versions of the theme were laid out across varying layouts for both web and print. The illustrations we created in Adobe Illustrator and Photoshop (despite great protest from my mac).
Some key feedback was given by my creative director and peers regarding consistent spacing for both the text and Illustrations for a more cohesive design.
By having a main protagonist in all three concepts, the value of a Camp Fortune season pass becomes more evident. The target audience is given the prospect of quality time with loved ones (self-love included), and that valuable time is not wasted.