We used four key words to represent Aspen’s true and demonstrated values: love, unity, commit, and respect. Then we translated those words into mission statements and points of inspiration and physical mountaintop installations for everyone to see and take center stage in our campaign.

Aspen Snowmass wanted to gain relevance with an up-and-coming audience. Inspired by an op-ed titled “We’re Still Here” by Aspen Skiing Company CEO Mike Kaplan, we created a multi-media campaign called “The Aspen Way”.