Vail is the flagship of the Vail Resorts portfolio, which includes many of the top ski resorts in the world. We were asked to re-position the brand, which we did with the simple and inarguable truth, “Vail. Like nothing on earth.” Few mountain resorts in the world engender the lifelong loyalty of Vail. People may date other mountains, but it’s Vail they marry. This insight became the bedrock of a campaign showing Vail as the poster-child of the ski lifestyle through film, TV, magazine, social media and collateral. The initial integrated launch included a heavy mix of digital, including email, display, social and video. It contributed to a 9.2% increase in skier visits, and a Net Promoter Score of 92, a 7% increase. The promise, “Like nothing on earth” is still alive and well.
