The Odd Season
Rebranding the off-season
LOGE was about to launch three new properties in Washington, California, and Colorado, and needed a campaign that could help drive occupancy during the off-season, while also doubling down on the brand’s fundamental ethos of “Live Outside, Go Explore.” But traveling when conditions are less than ideal is, well, less than ideal. With the right mindset though, it doesn’t have to be.
Turns out there’s a season that exists between all the other seasons. When random trips and good times just seem to happen out of nowhere. There’s still plenty to do, especially if you’re willing to experiment and try something new–a new sport, some new gear, or a new spot with new friends. It’s a time for creativity, invention, and spontaneity. Some folks call it the off season, but LOGE isn’t like some folks.
We rebranded the off-season as the Odd Season. It has become LOGE's fifth season anthem, used during the in-between times of the year. Along with the campaign’s video mantra, we crafted a diverse visual toolkit that guided communications across all online and offline channels, while also igniting LOGE’s community-driven content generator, the LOGE Creative Co-op.
The campaign helped solidify LOGE as a hub for creativity, community, exploration, and adventure. It also improved two key KPIs: highest engagement to-date for the brand across all owned and social channels. Instagram followers gained increased an average of 60% month-over-month throughout the eight-week campaign period.