Score one for the Snowbird marketing team for this little piece of reverse psychology brilliance. Instead of going the traditional route of highlighting their overwhelming positive reviews from publications and customers, they searched the bottom of the barrel for the worst reviews and publicized them:
“We’ve taken reviews from Trip Advisor, Facebook, comment cards that guests leave at the resort.”
The caption to reads: “I’ve heard Snowbird is a tough mountain, but this is ridiculous. It felt like every trail was a steep chute littered with tree wells. How is anyone supposed to ride in that? Not fun.” – Greg, Los Angeles, CA
This is how the Snowbird captioned the Facebook post of the ad:
“Greg thought we were “Too Advanced”, for our core guest it’s why they come back year after year. Introducing the Snowbird ★☆☆☆☆ campaign.”
Snowbird Director of Marketing Dave Amirault spoke with FOX 13 about the clever campaign:
“If you value great terrain, deep snow and long runs than Snowbird might be for you. This person Greg from Los Angeles didn’t quite understand what Snowbird is all about. We welcome people from all around the world, but be on your A game. This is a very unique resort compared to some other places.” -Snowbird Director of Marketing Dave Amirault
Look out for more One-Star Reviews on Snowbird’s social media channels and various publications across the world in the coming weeks. Seriously brilliant.