Out There

RED Mountain’s remote location is well worth the trip. Yulu secured Red Mountain Resort in the New York Times as the No. 8 place in the world to see, as part of their annual round-up of 66 places to see in 2013.

The Challenge

In 2012 RED Mountain undertook the largest terrain expansion in ski resort history, adding more than 1,000 acres of skiable terrain. Our goal was to convince skiers across North America that RED’s remote location, Rossland BC, was well worth the trip. With this news, we set a media goal to land RED in the New York Times for a third consecutive year.

The Solution

Yulu began media outreach in advance of the season and continued to liaise with travel, business and snow sport media as winter approached. Media were invited to experience RED Mountain and its new snowcat-accessible terrain during Shred the Love – a ski and ride benefit week that featured a performance by Allen Stone.

The Result & Impact

RED Mountain was named No. 8 of 46 in The New York Times ‘Places to See in 2013.’ Other notable coverage included Powder Magazine, SBC, Vancouver Sun, Vancouver Province, Outside Magazine, 808 Living, Globe and Mail, Toronto Star, Calgary Herald and Edmonton Journal. The 2012-2013 season was the busiest in resort history and bookings increased by 30 per cent.