problem

Hurricane Helene wreaked havoc on the mountains of North Carolina with damages exceeding $59 billion dollars. While the area had begun to recover, travelers’ perceptions had not.

how we answered

We decided to pique the interest of Floridians by inviting them to do something they’d love to do in Florida but just can’t.

results

At a time when the region saw a decline in outdoor recreation, visitor share for North Carolina’s ski resorts grew more than 16%. Ski lift ticket spending jumped by 928%, and average transactions nearly quadrupled.