‘Weschud Schweitzer’ Looks to Bring Seattle-Based Adventure Seekers to Idaho

Little Hands of Stone, a disruptively honest creative agency, today announced the launch of its new campaign with Schweitzer, the largest ski area in Washington and Idaho. The campaign, cleverly named 'Weschud Schweitzer', targets Seattle residents looking for adventure with a side of community and authenticity.

Schweitzer, who recently collaborated with Little Hands of Stone to unveil a new logo and brand identity, is looking to expand its clientele beyond the Idaho area. With more than 2900 acres of elbow room overlooking 43 miles of lake, and 300 inches of annual snowfall, Schweitzer is a playground for outdoor thrill seekers looking for four-season adventures.

At the core of the campaign is what Schweitzer does best: putting guests and the local community first. “Weschud” (pronounced “we should”) brings forth a communal energy that Schweitzer embodies and creates an open invitation to experience this firsthand by visiting. The campaign, which includes online video, paid social, digital display, paid search, radio, out-of-home and transit, is rolling out in Seattle given the proximity to Schweitzer, but is expected to expand to other markets as well. The goal of the campaign is to expand the Schweitzer community, welcoming new visitors and future homeowners who may have not previously considered North Idaho.

“After the last couple years, we’re all sick of being stuck at home and are looking for new, different outdoor adventures. And while it’s a bit longer of a haul, Schweitzer checks all the boxes,” said Michael Boychuk, Co-Founder of Little Hands of Stone. “The truth is that folks in Seattle and North Idaho don’t see eye-to-eye on a handful of things. So we love the idea of celebrating what actually unites Schweitzer locals with Seattle residents willing to make the drive – a passion for discovery, authenticity and just having a blast outside.”

“Weschud Schweitzer” is Schweitzer’s first full-scale integrated campaign in western Washington. The campaign entices viewers with activities they can find in the area, such as “Weschud ski more and stand around less,” or “Weschud see snow ghosts,” or even “Weschud get nip deep.” Each advertisement showcases the character of the resort and proves that Schweitzer remains committed to maintaining their sense of fun and not changing for the vacation crowds. Not only that, the radio advertisements are the voices of real people from Seattle, who Little Hands of Stone interviewed on the spot throughout the streets of the city, offering gift-cards and free lift tickets for those selected in the campaign.

“What we love about the ‘Weschud Schweitzer’ campaign is that it celebrates what we’ve got here,” said Sean Mirus, marketing and special events director at Schweitzer. “But it’s also an open invitation. It lets people who haven’t been here yet know that if you get and appreciate what makes Schweitzer so special, you should definitely come visit.”

Schweitzer made news earlier this year when they announced the opening of their new 31-room Humbird Hotel, which draws on the architectural heritage of Schweitzer basin and will open in early 2022. Schweitzer is also this winter’s only US addition to the Ikon Pass system. 'Weschud Schweitzer' will run through the holiday season in the local Seattle market and is expected to expand to other markets in the near future, encouraging ski families, empty nesters, outdoor enthusiasts and winter travel lovers to see why they should Schweitzer.