Mammoth Lakes, California, known for its breathtaking landscapes and diverse outdoor activities, has launched a groundbreaking campaign aimed at redefining outdoor adventure for everyone. Titled “Mammoth Lakes: Unreal for All,” this integrated campaign, created by The Shipyard, challenges stereotypes and invites people of all ages, ethnicities, body types, and skill levels to experience the magic of the outdoors.
A Trailblazing Campaign for Inclusivity
At the heart of the “Unreal for All” campaign is Craig DiMartino, a climber and motivational speaker whose inspiring story of recovery from a life-threatening injury to empowerment resonates deeply. DiMartino leads both disabled and able-bodied friends through the wonders of Mammoth Lakes, dispelling the notion that nature is inaccessible to those with disabilities.
John Urdi, Executive Director of Mammoth Lakes Tourism, emphasizes the campaign’s mission: “We believe everyone needs to experience the otherworldly landscapes and endless adventure of Mammoth Lakes. No matter what level of outdoor experience or ability someone has, as long as we take care of this place together, the Real Unreal will always welcome you.”
Highlighting Accessibility and Community
To authentically showcase the beauty and natural power of Mammoth Lakes, the campaign partnered with Disabled Sports Eastern Sierra (DSES) to identify the most accessible trails and activities in the area. This collaboration ensures that the featured experiences are genuinely inclusive and inviting.
The campaign also highlights local community members, adding an authentic touch to the narrative. Featuring Mammoth Lake locals underscores the area’s welcoming and inclusive spirit, making the story resonate even more with viewers.
John Risser, Creative Director at The Shipyard, shares his excitement about the campaign: “It was a real joy learning more about Craig, his background, and the work he does. It aligns perfectly with how Mammoth Lakes offers so much access to outdoor adventure. We’re thrilled to share such an inclusive and inviting story.”
A Call to Adventure and Preservation
As Mammoth Lakes Tourism (MLT) and its partners embark on this journey of inclusivity, they invite individuals from all walks of life to discover the boundless beauty of Mammoth Lakes. The campaign encourages everyone to join in preserving its wonders for future generations, ensuring that the magic of the outdoors remains accessible to all.
Conclusion
The “Unreal for All” campaign is a powerful testament to the inclusive and welcoming nature of Mammoth Lakes. By highlighting the stories of individuals like Craig DiMartino and emphasizing accessibility, the campaign redefines outdoor adventure, making it clear that nature’s beauty and excitement are for everyone. Whether you’re an experienced outdoor enthusiast or just beginning your journey, Mammoth Lakes invites you to explore, enjoy, and help preserve this incredible destination.
This professional campaign titled “Unreal for All” was launched in the United States in April 2024. It was created for the brands Mammoth Lakes Tourism and Mammoth Mountain Ski Resort by the ad agency The Shipyard. This Digital, Film, and OOH Outdoor media campaign is related to the Hospitality, Tourism, Recreation, Leisure, and Travel and Tourism industries and contains 14 media assets.
