Sun Valley Resorts Ski on the Sunny Side Is Nostalgic Music to Our Ears Marketing Communication News [Video]

AOR Fortnight Collective captures the welcoming spirit of the sport with a cheerful earworm

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.”

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