Case Study
The CDA Resort; A Coeur d’Alene Christmas
Services Provided
- Branding
- Creative Direction
- Video Production
- Campaign Strategy
- Design + Mockups
- Product Merchandising
The Opportunity
Sometimes opportunity finds you through the community you love.
Born and raised in Coeur d’Alene, Corey Jeppesen of Bahlr has always been closely connected to the people and businesses that make this place special. After years of crossing paths with resort leadership, Corey reached out to Bill Reagan, President of The Coeur d’Alene Resort, about the possibility of collaborating. Bill introduced Corey to the Director of Marketing, Amy Van Sickle — and from there, two local companies began crafting a partnership built on community pride and creative excellence.
The Resort had decades of history behind its Holiday Light Show — a cherished regional tradition — but they wanted to bring new life, emotion, and storytelling to the campaign. That’s where Bahlr stepped in.
This is where A Coeur d’Alene Christmas began.
The Brand and Implementation
Beyond video, Bahlr expanded the campaign into a fully branded experience — something people could wear, gift, and remember.
The team designed and mocked up a complete line of branded products, including hoodies, t-shirts, beanies, ornaments, and stickers — all carrying the A Coeur d’Alene Christmas identity. These were presented alongside pricing strategies, suggested resale margins, and profitability projections at both 50% and 100% sell-through.
This vision helped the resort see the broader potential: A Coeur d’Alene Christmas could live far beyond the screens — it could become a local collectible, a shared memory, and a story people take home.
The Process
With Christmas spirit in the air (and not a flake of snow in sight — it was September), Bahlr faced an interesting challenge: create a heartwarming holiday campaign without shooting any new Christmas footage.
Corey and his team dug into the resort’s extensive media archives, writing a nostalgic, storybook-style concept titled “A Coeur d’Alene Christmas.” The vision: Santa himself narrating his love and admiration for Coeur d’Alene during the holidays — a letter to the town that captures the warmth, tradition, and wonder of the season.
Inspired by classic storytelling and the vintage magic of the Rankin/Bass claymation era (think Rudolph the Red-Nosed Reindeer), Bahlr developed multiple mood boards and visual concepts. After review, Amy selected her favorite direction — a timeless, cozy, and slightly nostalgic tone that would resonate with both locals and visitors.
The Production
To bring the opening scenes to life, the Bahlr team transformed a local coffee shop into Santa’s storytelling den. Santa and Mrs. Claus were cast from Montana, and the shoot captured the heart of the message — warmth, nostalgia, and local pride.
From there, the team blended newly filmed narrative sequences with carefully curated past footage from previous years, producing a 30-second anchor spot designed for both broadcast and digital use.
The piece closes with an animated end slate and the new “A Coeur d’Alene Christmas” logo — a mark that now represents not just a season, but a feeling.
The Outcome
The campaign struck exactly the right chord. Amy and the team at The Coeur d’Alene Resort immediately approved the branding and final video — setting it in motion for the 2025 Christmas season rollout.
More importantly, it marked the beginning of a meaningful partnership between two Coeur d’Alene originals.
While in-house marketing keeps operations running, Bahlr’s outside perspective and hometown passion injected new energy and emotion into an already beloved tradition. The Resort’s 2025 campaign is now positioned to reach new audiences while deepening its roots in the local community.
Production is already underway for the 2026 season, with new footage being filmed this winter — raising the bar yet again.
About the Client
The Coeur d’Alene Resort
An iconic Northwest destination where luxury meets lake life. Home to the world’s longest floating boardwalk, award-winning dining, and one of the most spectacular holiday light shows in the country.