Leave No Days Behind

In Colorado, the competition for skiers and snowboarders is fierce, with numerous resorts offering diverse options based on convenience, terrain, and pass holder limitations. Many pass holders have a multi-resort pass, and will hold out using it until the spring, when the snow is considered at its “best”

Arapahoe Basin, Colorado's Premier Ski and Snowboard Area, tapped its creative agency of record, Cactus, to shift pass holders’ perspectives on the season and encourage them to enjoy the resort throughout the entire season.

“Leave No Days Behind,” features a :30 & :15 second spot to kick off the ski season.
The hero spot features a dreary corporate office with a young woman lunging through the cubicle hallway during her workday. As she pans by, “Are You Ready For A Legendary Season?” appears in writing. The spot then flashes to thrilling clips of skiers and snowboarders cruising down a mountain.

Both spots launch this week. The campaign will also include components such as paid and organic social posts, and a non-traditional OOH installation.
In addition, Arapahoe Basin will debut four free Ski Boot Camps this September and October in Denver. Participants of these fast-paced HIIT classes will build their cores, quads, and cardio while professionals from Christy Sports tune their ski gear.

Cactus has been the AOR for Arapahoe Basin since 2022. Past work from Cactus for Arapahoe Basin includes Legendary For A Reason and the most recent campaign, A-Basin Ambush.

QUOTES
“By shifting the narrative and engaging our audience earlier, we hope to position Arapahoe Basin as a must-visit destination throughout the entire ski season," said Jeff Strahl, Senior Creative Director at Cactus. “The resort is a dream client for us and we’re excited to bring the snow season to skiers and snowboarders year round!”

"We’re thrilled to be setting a new standard for the ski season by kicking it off before the slopes even open — being one of Colorado’s first mountains to open each year is no small achievement,” said Jesse True, Vice President of Marketing and Skier Services at Arapahoe Basin. “The Cactus team consistently captures our mission and turns it into reality. This isn’t just a campaign; it’s a fully immersive experience designed to engage our community of skiers and snowboarders to take advantage of all that Arapahoe Basin has to offer. "