Sutton breaks new campaign
By Adnews Staff
Quebec ski resort Sutton has begun a new campaign created by LXB Communication-Marketing of Montreal. The campaign includes television, theatre, out-of-home, magazine and Internet advertising, concentrated in the South Shore of Montreal and in the Montérégie region. The creative seeks to illustrate the variety of slopes that skiers can experience at the resort. One television commercial shows people skiing on routes of varying difficulty, while a colour-coded waveform graphic moves in the background. "We translated the level of difficulty by illustrating rhythm in the form of an oscillograph-electrocardiogram, matched with the different international colors used to identify the level of difficulty for slopes: green, blue and black. This identification is well known by all skiers," said Pier Lalonde, creative director at LXB in Montreal. "This approach allows us to convey the variety being offered, and at the same time, gives an idea of the pleasure and the challenge of each category." The campaign's tagline takes the shape of a ski lift ticket which reads, "Sutton. Trails and glades for all levels."