Positioning Utah as the reason winter exists.

Plenty of destinations claim to be the best for skiing. Even Utah is famous for having The Greatest Snow on Earth®. But we saw an opportunity to go even bigger.

What if Utah isn’t just a great winter destination—what if it’s the reason winter exists? While others dread the cold and count the days until spring, Utah leans in. Utah thrives. Utah loves it.

So, we built a campaign that didn’t just promote skiing, it celebrated every side of winter. From deep powder runs to winter hikes, sleigh rides to fireside retreats, Utah doesn’t endure winter—it owns it.