Four unique resorts, four unique audiences. But only a few different media properties where the customer shopped for a ski or now boarding vacation. Vail was an exercise in brand personality, and we needed campaigns that would differentiate the brands and cue up the personality of each resort.


For Beaver Creek, this was an homage to the classic European skiing experience and for Breckenridge, it was youthful, funny and a little bit aggressive -- like the snowboarding culture of the time.