Purcell Heli-Skiing


CLIENT: Purcell Heli-Sking

TYPE OF WORK: Web, Branding, Social


THE CASE

Heading into their 40th year of operation, Purcell Heli-Skiing approached They for a new website. After initial discussions, it was decided that this milestone also presented an excellent opportunity for a total rebrand of the tour operator. Purcell, which is located in beautiful Golden, BC is Canada's only family owned and operated heli-skiing tour operator in North America – a key differentiator over they competition. Their approach to heli-skiing is, keep it small, keep it personal, and keep it safe. Many that ski with them say they feel like family after their experience.

THE APPROACH

They began with a series of interviews with founder and owner Rudi, his son Jeff, Jeff's wife and Purcell's Office Manager Katie to find the 'DNA' of Purcell. This process was followed by a cross evaluation of Purcell's competition to determine their unique position in the industry. Once completed, the new Purcell brand began to take shape. A shiny new logo and a simple yet powerful positioning statement was created – 'We Live for This.’ which captures the essence of Purcell's brand, family history and passion for the sport.

The responsive site design with sexy but subtle parallax effects was placed on a highly customized version of WordPress to allow the client to have total control over the content moving forward. A promotion was also created to coincide with the launch of the site, their 40th anniversary and to capture emails for future communication. Shortly after launch, this promotion was deployed on Facebook with a custom Facebook app to increase likes for Purcell's Facebook page.

THE OUTCOME

Purcell now has a new brand foundation to build the next chapter of their family business. The site recently caught the eye of a Discovery Channel producer scouting locations to film a documentary on heli-skiing and the Facebook campaign tripled their 'likes' in just 3 weeks of activity.

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