A Partner Project That Highlights Our Roots: Windham Mountain Case Study

The Backstory:

Nestled in New York’s Catskill Mountains, Windham Mountain has long been a winter escape for skiers and snowboarders—but its story runs much deeper. The surrounding region has Indigenous roots, and Windham welcomes a diverse community of visitors who travel from all over to enjoy the mountain. As two New York-based agencies, Backstory and BEST collaborated to ensure Windham’s 'Come Up for Air' campaign was as inclusive as it was inviting. With our expertise in values-driven storytelling, we helped shape a campaign that felt welcoming to all, celebrating the many identities that make up the Windham experience. This project was especially meaningful as it allowed us to bring our deep knowledge of the region and inclusive marketing to a campaign that celebrated connection and belonging.

The Approach: 

Backstory worked closely with BEST, offering guidance to ensure that inclusivity was woven into every aspect of the campaign. Spanning on-site collateral, OOH, digital, print, radio, social, and paid advertisements, 'Come Up for Air' was built to reach a wide and diverse audience. As New Yorkers with a deep understanding of the region’s history, we helped ensure that Windham’s marketing embraced the full spectrum of visitors who make the mountain their own. We vetted creative work, refined messaging, and ensured that every touchpoint reflected a vision of belonging.

The Impact:  

With a beautifully crafted campaign and a thoughtful approach to inclusivity, 'Come Up for Air' resonated deeply. Our storytelling brought Windham’s community to life, showcasing a mountain destination that was about more than just sport. For Backstory, this collaboration was a testament to the power of thoughtful, values-led marketing. It reinforced our commitment to helping brands create campaigns that don’t just market to diverse audiences but truly welcome them in.