Campaign claims we're The Winterest
Tourism Jasper’s latest marketing campaign puts Jasper in a position to “own winter,” according to local experts.
Kyle Harms, Tourism Jasper’s director of marketing and communications, said the new campaign not only ties in nicely with Jasper’s main brand—Venture Beyond—but tells a story during Jasper in January that shows this is the place to experience winter.
“The story we want to tell with Jasper in January is that Jasper is really good at winter,” Harms said.
As such, members of Tourism Jasper’s diverse group of shareholders are promoting the community and surrounding park as The Winterest—not a word you’ll find in the dictionary, but an evocative term nonetheless.
“It gets people’s attention,” he said. “It’s a play on words to get people excited and thinking differently about winter.”
Jasperites who love the snow might forget that to some, winter means cold—and not in the cute dog’s nose kind of way. Harms said The Winterest puts in people’s minds skiing powder, not scraping windshields.
“Even when we don’t have new snow Marmot Basin is still great for not waiting in long lift lines and amazing groomed trails,” he said.