Reimagining Georgia’s Mountains with MTA
A fresh perspective on Georgia’s peaks - our “Summer in the Mountains” campaign with MTA transformed iconic ski resorts into year-round destinations, proving the magic doesn’t melt with the snow.
About
Mountain Trails Agency (MTA) runs Georgia’s most famous ski resorts: Bakuriani, Gudauri, Goderdzi, and Mestia. Our collaboration took place in the summer of 2024, focusing on reimagining how these destinations could be presented and experienced beyond the winter season.
Challenge
For most people, these resorts meant snow, slopes, and ski lifts. But MTA had a bigger vision - to show that when the snow melts, the fun doesn’t stop.
What We Did
We flipped the script with “Summer in the Mountains” - a campaign that swapped snowboards for hiking boots and après-ski for fresh-air picnics.
Research & Strategy: dove into travel trends and found what makes summer travelers tick.
Targeting: adventure seekers, families, and weekend escape artists.
Execution: our push was all about visual storytelling - handcrafted social posts, reels, and motion graphic videos filled with warm tones and summer vibes.
The entire campaign was built on our creative visual vision, making the mountains look as exciting in July as they do in January. Distributed through Meta and Google DV360 for maximum reach.
Results
The mountains suddenly had a whole new story. People started seeing Bakuriani, Gudauri, Goderdzi, and Mestia not just as winter escapes, but as summer playgrounds too. Engagement soared, awareness grew, and MTA proved that the mountains are a must-visit - snow or no snow.
