DENVER, Colo., Dec. 19, 2008 – Vail, the flagship mountain of Vail Resorts Inc. (NYSE:MTN), 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™, 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.
Note: Brand creative available to media upon request.
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About Vail
Coveted as North America’s top ski resort, Vail is an extraordinary winter vacation destination. Spanning seven miles are seven legendary Back Bowls, blanketed last year with thirty-eight feet of powder snow. Under blue sky three hundred days a year and with more groomed terrain than anywhere on the planet, families reconnect and celebrate here from year to year and generation to generation. The vacation experience is world class, from the Vail Snow Sports School to the activities and festivals, the shops and spas, dining, nightlife and accommodations – with many new and luxurious renovations to discover. Vail – Like nothing on earth. For more information, visit http://vail.snow.com.
About Vail Resorts
Vail Resorts Inc. is the leading mountain resort operator in the United States. The Company's subsidiaries operate the mountain resort properties at the Vail, Beaver Creek, Breckenridge and Keystone mountain resorts in Colorado, the Heavenly Ski Resort in the Lake Tahoe area of California and Nevada and the Grand Teton Lodge Company in Jackson Hole, Wyoming. The Company's subsidiary, RockResorts, a luxury resort hotel company, manages casually elegant properties across the United States and the Caribbean. Vail Resorts Development Company is the real estate planning, development and construction subsidiary of Vail Resorts, Inc. Vail Resorts is a publicly held company traded on the New York Stock Exchange (NYSE: MTN). The Vail Resorts company website is www.vailresorts.com and consumer website is www.snow.com.
About Genesis
Genesis was founded in 1967 to help companies reach their potential. Since then it has successfully positioned brands for hundreds of clients in a wide variety of industries, all over the world. Genesis is known for original thinking that makes a difference. The company is media-neutral and at home in many disciplines, including strategic positioning, investor relations, user-centered design, customer experiences, advertising, identity, web content development & site design. For more information, visit www.genesisinc.com.
Media Contacts:
Saloni Shah
Genesis Inc.
303 825 1230 x122
saloni@genesisinc.com
Liz Biebl
Vail Mountain Communications
970.754.3001
ebiebl@vailresorts.com
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