Recently I was in the final round of interviews for a luxury lodge up in the Canadian Rockies. In the process I came up with an idea for a campaign. While I was not selected for that particular role, I did decide to bring my campaign idea to life. 

So let me introduce you to “The moments that stay with you” campaign! The core idea of this campaign was to highlight the kind of memories that can be made at the lodge. Currently the online community is over-emphasizing the idea of experiences over materialistic things. I quite love this concept because it brings value back to life, where richness isn’t found in your wardrobe or garage, but in what you live with your own eyes and feet. This ties back to the idea that luxury isn’t found in hyper expensive items, but intimate experiences. 

So this campaign aims to highlight the different experiences that can be had at and around the lodge and during the guest’s stay. Whether that is soaking up an incredible view from the mountain tops, relaxing in the nordic spa to escape the busyness of life, sipping wine in bed on a girls trip, or chatting around the campfire with your friends far away from your phone. 

While this campaign is meant to be sort-of lighthearted and tender, it’s about selling the memories than can be made. This is first, to highlight the amenities of the resort in a new way. Then second, to set guest expectations before they even arrive. It takes out the guesswork of if they will really have the opportunity to engage in certain moments. 

Now to the actual collateral of this campaign, I wanted to go all out to see what I could really do with this idea. So I tried to think of literally everything that could strengthen this campaign. The assets of the campaign range from digital, paid media, signage, email marketing, and keepsakes guests can bring home (you can say they can take those moments home with them). Additionally I created an in-depth influencer campaign guide. 

I genuinely had a lot of fun with this project and I think it combines my creative and strategic skills very well. A piece of feedback I was given was to focus on campaign specific work, and I am grateful for that feedback because I can showcase things like this that really display the spirit of who I am as a creative and a strategist. Good feedback drives creative fuel for me. I’ve always said that I am a student first in every aspect of life, and this project was certainly one of them. 

This is a speculative campaign made for Fjell House: A fictional luxury resort inspired by Nordic culture, and infused by Canadian spirit.