New Killington Resort Marketing Campaign

New Killington Resort Marketing Campaign

I thought it was weird when I saw a stainless steel DeLorean materialize in the K1 parking lot.....It is amazing how life imitates art.

Today Killington/Pico Ski Resort Partners, AKA the Killington Resort, announced their new marketing strategy to move the resort into the 21st century. Taking a page from the resort founder, Preston Leete Smith, the resort has gone back to the brand image skiers the world over have associated with Killington for decades: "The Beast of the East".

New Killington Logo. Click to enlarge.

The Killington resort, much to the chagrin of loyal Killington skiers, has misguidedly fought this brand image for the last dozen years. When the resort was purchased by the American Skiing Company in 1997, the resort attempted to rebrand itself to a softer image, mistakenly thinking that they could find salvation by turning their backs on 40 years of history.

When Powdr and SPLand II purchased the resort from ASC 2 1/2 years ago, they held pat with the marketing image while trying to get a grip on the resort. They quickly discovered that the largest ski resort in the Eastern United States is truly a "Beast". It has the most terrain, the most skiable acres, the worlds largest snow making system, beaucoup amounts of advanced intermediate and expert terrain, and a die hard following of really good skiers and riders who enjoy being on the mountain. Not to mention a very active local community tied at the hip with the resort.

As the ski season approaches, the resort will be rolling out its' new marketing campaign and new website to move the brand of Killington back to its' proper home. The "Beast of the East" stood for skiing excellence. Mary and I, like many in the northeast, were lucky to be able to visit the resort every weekend for years, then finally move to the area. Many of our guests visit the area multiple times a year and enjoy the terrain and all that the resort offers. And some of our guests "make the pilgrimage" to Killington "because they needed to ski a great mountains" at least once in their skiing life.

No matter what kind of skier or rider you are, if the Killington Resort lives up to the expectations created by going back to the future with the branding "The Beast of the East", all will benefit.

Long live the "Beast of the East".....let it snow!