Steamboat resort unveils musical ads with local Americana duo

For year three of its campaign called “The Steamboat Way,” Boulder agency Fortnight Collective opts for the emotional through line of music, tapping local Americana duo Heavy Diamond Ring to sing from the mountain tops—and elsewhere around the Colorado ski resort—in a raft of new spots. The band—featuring Sarah Anderson and Paul DeHaven—worked with Jeff Schuller and David Steinke, creative directors at Fortnight, and the composers at Coupe Studios on tracks such as “Get on the Horse,” “Chairlift Romance” and “Wherever I May Roam.” The campaign continues the focus on the resort’s deep western roots, even as Steamboat has modernized with more than $200 million in transformative changes in recent years. Previous work featured cowboy poet Randy Rieman. Steamboat has history of grassroots music, which led to the new approach. The goal is “telling the meaningful stories of what we are but in a new, approachable, toe-tapping way,” said Morgan Bast, director of marketing at Steamboat Resort. “The honey-sweet, wide-open-field sounds of Heavy Diamond Ring lend themselves beautifully to our beloved mountain, and we’re thrilled to get these songs stuck in people’s heads.” More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Steamboat resort unveils musical ads with local Americana duo

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