VAIL, Colo.—May 26, 2009—Vail, the flagship mountain of Vail Resorts Inc. (NYSE:MTN), long regarded as a top winter vacation destination, is promising an exceptional travel experience – for summer – through a new, integrated campaign from agency of record Genesis Inc. Launched during the week of May 18, the summer marketing effort is part of Vail’s first-ever year-round campaign, which last December introduced the new Vail brand promise, “Like nothing on earth”.

The new work from Genesis is centered on the message of “one of the simplest things is sometimes the most elusive … just being.” The new campaign includes outdoor, banner advertising, a direct mail piece and a new, 90-second web film on the Vail Resorts homepage (http://vail.snow.com/), depicting the Vail summer experience, aligned with the brand promise.

“Vail is a trusted brand, known for delivering truly memorable experiences and offerings like music, dance, and cuisine, all in an unparalleled natural setting”, stated Graham Button, a partner at Genesis. “All the elements of this campaign reinforce those things most authentic about Vail – regardless of season.”

Vail has also joined forces with the town of Vail, which recently named Genesis as agency of record, for a promotional campaign, Vail All the Love. This marks the first time that the town of Vail and Vail Resorts are collaborating on a joint promotional initiative, including the design of a website (vailallthelove.com), print ads and radio advertising in the local media and direct mail and billboards promoting travel to Vail and exclusive offers from local businesses, as part of a loyalty program.

“The Vail All the Love campaign is the most ambitious mountain community-wide summer marketing effort in Colorado,” said Kelli McDonald, Economic Development Manager for the town of Vail. “It is a great way to bring the community together, to showcase all that Vail has to offer. Genesis is the agency of record for Vail Ski Resort and the town of Vail. 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.

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 luxuriously renovated 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