• by Fern Siegel , September 5, 2024

Colorado is a key ski and snowboarding destination. But many pass holders routinely hold out for select days, when they deem skiing is at its best.

Cactus, the creative AOR for Arapahoe Basin, one of the state's premier ski area, takes a different approach. Its new campaign, "Leave No Day Behind," offers two spots, 15- and 30-seconds, that suggest skiiers mount the slopes all winter long.

“By shifting the narrative and engaging our audience earlier, we hope to position Arapahoe Basin as a must-visit destination throughout the entire ski season," said Jeff Strahl, senior creative director at Cactus.

Cactus' cross-platform campaign includes paid and organic social posts and a nontraditional OOH installation. Plus, Arapahoe Basin is offering four free Ski Boot Camps this September and October in Denver. Participants can build their cores, quads and cardio, while pros from Christy Sports tune their ski gear.

"We’re thrilled to be setting a new standard for the ski season by kicking it off before the slopes even open — being one of Colorado’s first mountains to open each year is no small achievement,” said Jesse True, vice president of marketing and skier services at Arapahoe Basin. “This isn’t just a campaign. It’s a fully immersive experience designed to engage our community of skiers and snowboarders to take advantage of all that Arapahoe Basin has to offer.”

Founded by Larry Jump and Sandy Schauffler in 1946, A-Basin now operates one of the youngest lift fleets in the country with a winter-season staff of more than 400 people. It boasts some of the steepest and most adventurous slopes in the U.S.

A-Basin is home to the longest winter season in Colorado, with bathing suit- and costume-clad skiers and riders shredding spring slush well into June and sometimes July.

Cactus has been the resort's AOR since 2022. Aside from A-Basin, the Denver-based agency's roster has included Colorado Lottery, Vail, Hart House and Smashburger.