Sun Valley Resort's "Ski on the Sunny Side" Is Nostalgic Music to Our Ears

Dec. 04, 2024

Coming out of the recreation boom of the past four years, skiing has been challenged by simultaneous beliefs that it is exclusionary and elite as well as corporate and overcrowded. Sun Valley Resort, North America’s first destination ski resort, is aiming to shift that perception with a new campaign that highlights the passionate, fun side known by those who harbor a true love for the sport.  

The new campaign is led by a fun, catchy musical video titled “Ski on the Sunny Side.” Created in collaboration with newly minted AOR Fortnight Collective and performed by creative directors Matt Kubis and Jim Heekin, the :60 hero video captures the snow-capped Idaho mountains, lush, picturesque views, and the friendly ski community—all of which visitors can experience firsthand when they choose to, as the song suggests, “ski on the sunny side of life.”

The campaign is designed to promote not only the destination resort Sun Valley offers but also the inherent joy, adventure and soul of ski culture.

Andy Nathan, founder and CEO at Fortnight Collective said:

“Sun Valley holds a special place in my heart. I had the privilege of living there for several months in college, and it was during that time that I fell in love with its breathtaking beauty, unbridled optimism and adventurous spirit. We are excited to partner with Sun Valley as we seek to inspire more visitors to experience the sunny side of life.”

 

The jaunty tune was inspired by the 1964 Carter family folk song, “Keep on the Sunny Side.” In the short time since the campaign’s launch, “Ski on the Sunny Side” has already made a strong connection with skiers and snowboarders, driving bookings and future visits.

Scott Warren, director of Marketing and PR at Sun Valley Resort said:

“We wanted a way to invite people to visit Sun Valley, rekindling the love of skiing and snowboarding that has gone missing in today’s increasingly corporate ski industry. Drawing on Sun Valley’s tradition, adventure and individualism, Fortnight created a campaign that was unique and uplifting—truly different from anything in the market.”

 

Nathan added:

“‘Ski on the Sunny Side’ is more than a tagline—it’s a philosophy: living life on the sunny side, finding joy in every turn, and savoring every moment spent in these majestic mountains.”

 

The “Ski on the Sunny Side” campaign includes CTV, PMax, online video, content elements including one :60, two :30s and four :15s, an array of animated and static social posts, and digital OOH. It is running nationally on Meta, Pinterest, and Reddit with heavy concentration in Denver, Seattle, Chicago, LA, SF, Salt Lake, Idaho, and northern Utah.