Advertising Campaign Aims to Enhance Vail Mountain

TUESDAY, 30 DECEMBER 2008
Submitted By: Mariangela Silvestre

Vail, the flagship mountain of Vail Resorts Inc. , has launched a new multimedia advertising campaign, created by agency of record Genesis Inc. The launch of the new campaign reflects the evolution of the resort, which is adding more than $2 billion of infrastructure in an effort to enhance awareness of its offerings as a global vacation destination.

The new brand promise "Like nothing on earth" was launched comprehensively both externally and internally. Key to the launch was The White Book, a 16-page magazine insert. Brand stakeholders and Vail employees have also received The White Book in the form of a notebook as part of an extensive internal campaign. Advertising spreads layed out sideways as 'magazine posters' are running in both lifestyle and ski publications. A 90-second Web film is running on the re-designed home page (http://vail.snow.com/) in addition to a new online banner campaign. All of these vehicles were designed to portray the brand inline with its new promise, setting itself apart from traditional ski and snowboard resort competitors.

"Skiing and snowboarding aren't just sports, they're a way of life - this campaign reflects that," says Graham Button, a Genesis partner. "Genesis approaches brands holistically, aiming to make the campaign as effective inside the company as it is in the marketplace."

"The campaign is an incredibly compelling expression of not only what Vail Mountain is, but who we are and the expectations we set for the experience our guests can anticipate when they visit Vail," added Adam Sutner, Director of Sales and Marketing for Vail Mountain. "It is not only a powerful brand campaign, but also a brand compass that we can use to navigate our business and set ourselves apart from other resorts."

Genesis is also the agency of record for Beaver Creek, and has undertaken a number of other projects for Vail Resorts Inc., including the positioning and identity for Ever Vail(TM), the first proposed LEED certified ski village; Appetite for Life, a natural and organic food initiative; and the launch of the new Vail Resorts Inc. Website.

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