Vail is the flagship of the Vail Resorts portfolio, which includes 7 of the top ski resorts in North America. Genesis was 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, magazine, online media and collateral.

We were also asked to integrate for the first time the summer and winter marketing. So now, in place of powder-filled Back Bowls, we needed to tell their whole story in a whole new way.

We found our story in the eclectic Vail community. World-famous climbers, kayakers, cyclists, musicians and chefs. People of the world who chose to pursue their passions in Vail. Our campaign, “The pursuit of personal passions”, featured short, intimate films, TV and magazine advertising and a new web experience.