CAMP FORTUNE CAMPAIGN BRANDING
Season Pass Promotion Through a Targeted Branding Campaign
Camp Fortune is one of Quebec’s primary outdoor sports resorts, renowned for offering some of the best skiing and snowboarding experiences in the region. Customers value the resort’s convenient location, extended hours, and the flexibility provided through its limited and unlimited season pass options—ensuring there is a pass to suit every customer.
Building on this key selling feature, the goal of this project was to develop a branding campaign to promote Camp Fortune’s season pass. The campaign required the creation of a tagline and a set of consistent branding elements that could be applied across both print and digital mediums.
THE PROCESS
The process started with research into Camp Fortune and its previous branding strategies, selling points, and competition. Next came developing my concept. After exploring different options and incorporating feedback through an iterative process, I arrived at a campaign style that aligned with previous Camp Fortune branding efforts while still feeling uniquely its own. I created three variations of the tagline, each communicating the idea that Camp Fortune gives customers the flexibility to play on their terms. I also developed three focal illustrations, each featuring dynamic characters riding on the slopes.
THE SOLUTION
The final design highlights Camp Fortune’s flexibility while tapping into an appeal for personalization, style, and individuality when it comes to sports.
Three different taglines were developed for versatility: Hit The Powder, On Your Terms; Hit The Slopes, On Your Terms; and Carve Your Path, On Your Terms.
The final design references one of the resort’s unique selling points, which is the year-round accessibility the resort offers in terms of its extended hours and variety of available pass options. The tagline ‘On Your Terms’ relates to the idea that customers can ride whenever they want, on their terms. Camp Fortune’s season pass caters to diverse preferences, offering options for weekdays, evenings, or unlimited riding at any time. Customers are in control and can choose which pass suits their needs.
This tagline also works on a secondary level, positioning Camp Fortune as a space for freedom, personalization, and individuality—exemplified through the dynamic poses of the riders that communicate movement and energy.
The illustrative style used in the campaign serves a distinct purpose. The style evokes feelings of playfulness and fun, positioning Camp Fortune as an enticing attraction for those seeking excitement, while also ensuring consistency with previous campaigns, such as its Safety on the Slopes month promotion.
