Steamboat Ski Resort Taps Americana Duo for New Campaign

Steamboat Ski Resort just launched a new campaign that aims to spotlight the joys of its western ski town.

Made with advertising agency Fortnight Collective, the latest installment of "The Steamboat Way" is led by Colorado Americana duo Heavy Diamond Ring to sing fresh tunes on the wonders of the legendary resort. 

 

 

 

 

 

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Steamboat Resort Director of Marketing Morgan Bast speaks on the evolution of the getaway destination, as it stays true to its deep western roots.

The marketing director continues, praising the "honey-sweet, wide-open-field sounds" of the Americana band, and how they lend themselves beautifully to the mountain. 

The new initiative marks the third year of the Steamboat Way campaign, which was first launched in 2022 together with Fortnight Collective.

Following the campaign's initial success, the company wanted to kick things up a notch with catchy tunes from renowned musicians that capture the spirit of the beloved place, where 400 working ranches and more than a hundred Olympians reside. 

Not only that, it also aimed to target skiers, snowboarders, and travelers of all ages, hoping to spark their spirit of adventure. 

Fortnight Collective CEO and Founder Andy Nathan reinforces this sentiment.

As Colorado residents passionate about mountain living, he expressed the agency's delight in having partnered with Steamboat "to bring out the essence, spirit, and heritage of this amazing resort and town in an all-new way."

The ongoing effort is a clear-cut example of how to make brand identity shine — not just through captivating visuals and a heartfelt message, but also through the undeniable power of music.

Special Steamboat Tunes

The campaign is marked by four 30-second spots, each with a unique Steamboat-inspired tune from Heavy Diamond Ring. "Free my heart and let it roam, where the valley feels like home," the duo sings in the commercial "Wherever I May Roam." 

Another song-turned-spot titled "Get on the Horse and Ride" highlights the simple joys of horse riding and the freeing feeling that comes with the activity. 

Meanwhile, "Champagne Powder Snow" touts the one-of-a-kind snow visitors can find at Steamboat Resort, which boasts 6% water compared to the average 15% snow water content in other locations. 

Lastly, "Find a Chairlift Romance" sees the duo singing about the happiness of passing by the snowy trees up in the air, and sharing a ski lift ride with your special someone.