Known for its breathtaking landscapes and diverse array of activities, Mammoth Lakes unveils a trailblazing campaign aimed at redefining outdoor adventure for all. Created by The Shipyard and entitled "Mammoth Lakes: Unreal for All," the integrated campaign challenges stereotypes and invites everyone to experience the magic of the outdoors, regardless of age, ethnicity, body type or skill level.
At the heart of the campaign is Craig DiMartino, a climber and motivational speaker, who serves as the journey’s guide. DeMartino's story of recovery from life-threatening injury to empowerment resonates as he leads both disabled and able-bodied friends through the wonders of Mammoth Lakes, dispelling the notion that nature is inaccessible to those with disabilities.
"We believe everyone needs to experience the otherworldly landscapes and endless adventure of Mammoth Lakes,” said John Urdi, Executive Director, Mammoth Lakes Tourism. “No matter what level of outdoor experience or ability someone has, as long as we take care of this place together, the Real Unreal will always welcome you.”
To authentically bring the beauty and natural power of the destination’s experience to life, Mammoth and The Shipyard partnered with Disabled Sports Eastern Sierra (DSES) to identify some of the most accessible trails and activities in the area to include in the shoot. Infusing the local community into the campaign's fabric was also paramount. Several folks featured are Mammoth Lake locals adding an authentic touch to the story.
“It was a real joy learning more about Craig, his background, and the work he does. It aligns perfectly with how Mammoth Lakes offers so much access to outdoor adventure. So we’re thrilled to share such an inclusive and inviting story,” added John Risser, Creative Director at The Shipyard.
As Mammoth Lakes Tourism (MLT) and its partners embark on this journey of inclusivity, they invite individuals from all walks of life to discover the boundless beauty of Mammoth Lakes and join in preserving its wonders for future generations.
2024 AICP Awards Tour Concludes with Stops in Dallas and Chicago
The 2024 AICP Awards Tour concludes with stops in Dallas and Chicago this month as it wraps up its tour of cities across the U.S. The National Tour brought presentations, panels and screenings to marketers, advertising agencies, production and post production companies. The AICP Awards will be in Dallas on Thursday, November 14th, at the Perot Museum of Nature and Science, followed by the Chicago event, set for Thursday, November 21st at The Old Post Office. Tickets are available now for both events at www.aicp.com. In Dallas, the program kicks off at 6:45 pm with a happy hour, followed by the screening and panel discussion at 7:30. The evening ends with a networking reception from 8:30 to 11:30. The Perot Museum of Nature and Science is located at 2201 N. Field Street in Dallas. Appearing in Dallas will be Abe Garcia, Chief Creative Officer, Dieste; Julia Melle, Director of Brand and Content, Southwest Airlines; and Isaac Pagán Muñoz, VP, Executive Creative Director of PepsiCo Foods. The panel will review selected winners from the suite of the AICP Awards programs, offering insights into what made them rise to the top of their respective categories and share their viewpoints on key trends in the industry. The Chicago stop starts at 6:00pm with a happy hour, followed by the presentation and screening at 7:00pm. A reception caps the event, starting at 8:00pm and concluding at 11:30pm. The Old Post Office is located at 433 W Van Buren Street in Chicago. The panel there will feature 2024 AICP Awards Curators and Winners from the marketer, agency, production and post production sectors who’ll highlight this year’s winners. The conversation will include a discussion about the winning work, including insights... Read More