In 2017, Snowbird Ski Resort in Utah had to decide how to respond to a negative review online.
The review lamented the difficulty of the slopes with the user writing that the tracks were “too advanced.” Instead of hiding behind this negative review or ignoring it, however, the resort took a risk. It created an entire advertising campaign around this review.
Print materials were released that simply showed a photo of the ski slope with the words Not for beginners printed underneath. The campaign quickly went viral and was complimented by media outlets such as AdWeek for its ingenuity and the risk the resort was willing to take.
The following year, the state of Nebraska launched a new marketing campaign in hopes of driving up visitor traffic. They also went all-in on the idea of honesty being the best policy, creating the slogan “Honestly, it’s not for everyone” to adorn the marketing materials. The campaign admitted that Nebraska didn’t have all the frills and attractions that other, more tourist-friendly destinations might offer. However, according to the tourism bureau, it was just right for some adventurous folks.