A multi-decade, iconic NJ destination in the making, Big SNOW at American Dream, the second-largest shopping mall in America, had been poised for a big launch for a long time. Like 20 years long.
Given the agency’s history of flipping the proverbial frown upside down when it comes to consumer and media perception, the operators of North America’s first-ever real-snow indoor ski and snowboard destination gave BML the keys to open arguably the coolest spot on the continent.
From generating pre-opening buzz to the coordination of national exclusives and a highly anticipated media day, BML executed a massive star-studded grand opening event on behalf of Big SNOW—including Olympians Lindsay Vonn, Kelly Clark and Red Gerard. We also created customized on-snow experiences for the heaviest hitters in national media.