creative | photography | writing | design
The Ask: When Killington first engaged Buttery in 2010, its identity as “The Beast of the East” was trending towards unapproachability and was off-putting to certain demographics. It was also largely viewed as a ski/snowboard resort versus a four-season destination. Killington’s marketing team asked Buttery to “soften The Beast” while also developing a strongersense of community, and further establish Killington as a year-round destination.
The Solution: By creating a custom, editorial-style magazineButtery was able to address Killington’s ask and then some. Our approach to content and storytelling softened “The Beast”while fortifying key elements of the brand. By including storiesfrom all four seasons, Buttery established Killington as a year-round destination, with an identity founded on community, adventure and sense of place.
The Solution: By creating a custom, editorial-style magazineButtery was able to address Killington’s ask and then some. Our approach to content and storytelling softened “The Beast”while fortifying key elements of the brand. By including storiesfrom all four seasons, Buttery established Killington as a year-round destination, with an identity founded on community, adventure and sense of place.
The Solution: By creating a custom, editorial-style magazineButtery was able to address Killington’s ask and then some. Our approach to content and storytelling softened “The Beast”while fortifying key elements of the brand. By including storiesfrom all four seasons, Buttery established Killington as a year-round destination, with an identity founded on community, adventure and sense of place.
The Solution: By creating a custom, editorial-style magazineButtery was able to address Killington’s ask and then some. Our approach to content and storytelling softened “The Beast”while fortifying key elements of the brand. By including storiesfrom all four seasons, Buttery established Killington as a year-round destination, with an identity founded on community, adventure and sense of place.
Killington Resort and Buttery have worked together for more than a decade.
Killington has printed and distributed more than one million copies of 4241' Magazine. Over the course of our 11-year partnership, the resort has evolved from being known primarily as a ski area to thriving as a four-season destination. Winter revenue grew 17% from 2015 to 2019; season pass visitation increased 14% during the same time period. Likewise, mountain biking visits grew 285% between 2015 to 2019. Killington Resort has won three NSAA marketing awards since Buttery became its creative agency, including Best Use of Video and Best Overall Marketing Program.