LHoS and Schweitzer launch “Weschud Schweitzer” campaign.

November 1st, 2021

Little Hands of Stone recently launched a new campaign with Schweitzer, the largest ski area in Washington and Idaho. The “Weschud Schweitzer” campaign targets Seattle area residents looking for out-of-the-way adventure with a side of authentic community. 

Schweitzer was recently named as a top “Under The Radar Ski Destination” by Fodors. At the core of the “Weschud” 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 the Seattle/Eastside area. A QR code semi-hidden in OOH boards in the University Street transit station leads to a playfully dumb tutorial video on pronouncing “Weschud Schweiter.”

“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” is Schweitzer’s first full-scale integrated campaign in western Washington.  “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.