When Genesis became AOR for Vail Resorts’ Beaver Creek brand, North American ski resorts were poorly differentiated, largely content to just glamorize snow and gravity.

Beaver Creek is a custom-built alpine village at the foot of one of the only mountains in the world to host World Cup downhillraces. It offered a rich experience beyond just the skiing and richly deserved to rise above the crowd.

We positioned this experience with the unexpected brand promise “Not exactly roughing it,” a clear nod to luxury but in an accessible, tongue-in-cheek tone. This promise drove not only the advertising and the best years yet for the business, but it also underpinned the operations of the resort.

By leaning into this promise, Beaver Creek is now one of the most clearly differentiated brands in not just the Vail Resorts portfolio, but the international ski destination market.