Strategy
Overview
A high-energy event highlight campaign documenting Junior Racers Day at Hoodoo Ski Area—an annual adaptive skiing celebration for kids and teens with disabilities (deaf, blind, physical and/or cognitive disabilities). The campaign was designed to spotlight inclusive recreation, celebrate participants, and strengthen community awareness of adaptive sports opportunities.
Audience
Primary: families and caregivers of youth with disabilities; adaptive recreation community
Secondary: Eugene-area residents; potential volunteers/supporters; partners and local outdoor community
Goals
Increase awareness of adaptive recreation and Junior Racers Day
Celebrate participant joy, confidence, and community support
Highlight the value of partnerships between public recreation and nonprofits
Create a reusable hype asset for future event promotion and partner storytelling
Core Message + Desired Action
Inclusive outdoor recreation changes lives—and everyone deserves access to the mountain.
CTA: Learn about adaptive recreation opportunities, support/volunteer, and share the story.
Success Measures
Organic reach and engagement across partner channels, shares/saves, and partner amplification (reposts from Hoodoo + Oregon Adaptive Sports).
Touchpoints
Partners / Stakeholders
City of Eugene Recreation
Oregon Adaptive Sports (OAS)
Hoodoo Ski Area
Participants and families (event community)
Planning & Capture Approach
Prioritized a “celebration + action” story:
- course runs and finish-line moments
- costumes, cheering, volunteer/instructor support
- adaptive equipment and instruction moments (shown naturally, not clinically)
Capture plan included:
- dynamic ski b-roll (movement, speed, emotion)
- human-scale storytelling (kids, families, volunteers)
- place and atmosphere (mountain, weather)
- drone capture for scale and excitement
Production Notes
Fast-turn editing approach to keep momentum and capitalize on timely partner sharing after the event.
Outputs
Hero Content
~1-minute high-energy hype video (including drone footage) showcasing the event atmosphere, participants on course, and the celebration/community energy.
Supporting Assets
Photo set from the day (participants, course, volunteers, environment)
Optional cutdowns/stills for future promotions and partner reposts
Rollout
Distribution
Organic release across City of Eugene Recreation social channels
Shared/reposted by Hoodoo Ski Area and Oregon Adaptive Sports, expanding reach into highly aligned outdoor and adaptive communities
Rollout Strategy
Designed for partner-friendly sharing (high energy, emotionally clear, short-form length)
Emphasis on inclusive joy and spectacle (course, costumes, cheering, motion) to maximize watch-through and shareability
Media Spend
None; reach driven by collaboration and partner amplification
Yield
Results
High organic reach driven by cross-partner distribution
Partner reposts from Hoodoo and OAS served as third-party validation and significantly broadened the campaign audience beyond City-owned channels
Joy-forward, celebratory tone made adaptive recreation feel normal, exciting, and welcoming
Drone + dynamic movement shots increased “hype” factor and completion rates
Partner amplification multiplied reach and credibility with the right audiences
Improvements
Capture 2–3 short participant/family soundbites (audio-only or quick interview) to deepen emotional connection without slowing pacing
Create a 15–30 second cutdown for even easier sharing and Stories placement
Add a lightweight “how to get involved” end card or caption link for volunteers/supporters
