Vail is the flagship of the Vail Resorts portfolio, which in 2007 comprised five of the top ski resorts in North America. There’s only one Vail, and people around the world make their yearly pilgrimage to its immense back bowls deep in Colorado powder.

As AOR Genesis was asked to re-position the brand for the 2008 season, and we uncovered the simple and inarguable truth, “Vail. Like nothing on earth.” This brand promise was as much about the brand experience as it was about the terrain. It became the bedrock of a campaign to position the resort as the poster-child of the ski lifestyle internationally.

With as much claim to the purity of the ski experience as anyone, we took the ‘white canvas’ of snow as the motif for all the advertising and communications work – website, branded online content, social media, magazine and online advertising, collateral and employee materials.