The Challenge.
In the Winter of 2006, Schweitzer was having the best snow year in the country. The national news focused only on what a terrible season the rest of the country was having.

We had to get the word out in time to get vacation bookings for the rest of the season.

The Solution.
In January 2007, Big Leap Creative quickly developed a press release including snow stats, and announcing the record breaking holiday season Schweitzer had just had.

The AP picked up the story. It ran in the travel section of major daily papers across the US including the Washington Times, The Palm Beach Post, and USA Today.