CMH
  • Summer Story Campaign

    Eight blog posts
    7459 Words

    While many content campaigns feel like they were written by an SEO bot, most brands miss an opportunity to inspire a deeper connection to their brand through real engagement. When selected to run CMH’s summer content efforts, our shop leaned into the most powerful aspects of their brand story highlighting the distinction of location and offering of their lodges.

    For the first arc, we pulled from in-depth interviews as we told the deeper stories of the Bobbie Burns lodge, the behind the scenes epic of building the Zilmer Canyon Via Ferrata and the creative motivations of professional mountain photographer Khali April—to feature and promote her summer workshop both inspirationally and visually.

    For the second arc we problem solved a unique business challenge, working with the travel planning department to shift pre- and post-trip add-on itineraries west toward the less crowded locations of interior BC. By developing a trip planner concept, working with Tourism BC to harvest content and also interviewing CMH experts to link the stories back to key brand elements, we highlighted some of the spectacular add-on possibilities in the BC interior from the Okanagan Wine Country and the Hot Springs Highway to the most active towns of interior BC, such as Revelstoke and Golden.

    Wine Tour Story
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