Mammoth Lakes Redefines Outdoor Adventure in "Unreal for All"

April 17, 2024

Mammoth Lakes Redefines Outdoor Adventure in "Unreal for All"

Featured in AdWeek, Shoot, and Ads of the World.

Known for its breathtaking landscapes and diverse array of activities, Mammoth Lakes unveils a trailblazing campaign aimed at redefining outdoor adventure for all.  Created by The Shipyard and entitled "Mammoth Lakes: Unreal for All," the integrated campaign challenges stereotypes and invites everyone to experience the magic of the outdoors, regardless of age, ethnicity, body type or skill level.

At the heart of the campaign is Craig DiMartino, a climber and motivational speaker, who serves as the journey’s guide. DeMartino's story of recovery from life-threatening injury to empowerment resonates as he leads both disabled and able-bodied friends through the wonders of Mammoth Lakes, dispelling the notion that nature is inaccessible to those with disabilities.

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"We believe everyone needs to experience the otherworldly landscapes and endless adventure of Mammoth Lakes,” said John Urdi, Executive Director, Mammoth Lakes Tourism. “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.”

To authentically bring the beauty and natural power of the destination’s experience to life, Mammoth and The Shipyard partnered with Disabled Sports Eastern Sierra (DSES) to identify some of the most accessible trails and activities in the area to include in the shoot.   Infusing the local community into the campaign's fabric was also paramount. Several folks featured are Mammoth Lake locals adding an authentic touch to the story.

“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. So we’re thrilled to share such an inclusive and inviting story,” added John Risser, Creative Director at The Shipyard.

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 and join in preserving its wonders for future generations.

Coinciding with peak Summer travel planning, consumers will start seeing the integrated campaign on April 17th.

About Mammoth Lakes Tourism (MLT)

Mammoth Lakes Tourism is the official destination marketing organization for Mammoth Lakes, California, and the surrounding region. Dedicated to promoting responsible tourism and showcasing the region's natural splendor, MLT invites travelers to discover the magic of Mammoth Lakes in an eco-conscious and sustainable manner.

About Disabled Sports Eastern Sierra (DSES)

Disabled Sports Eastern Sierra is committed to empowering individuals with disabilities through outdoor recreation. By providing access to adaptive sports and activities, DSES fosters inclusion and promotes the belief that everyone should have the opportunity to enjoy the great outdoors.

About The Shipyard 

Engineering Brand Love. The Shipyard builds performance-driven brands that audiences love by applying modern mindsets to established models, fueling more courageous and more validated brand and marketing decisions. The Shipyard is a full-service agency with offices in Columbus, OH, Newport Beach, Sacramento, and San Diego California.