BEAVER CREEK / BRECKENRIDGE

Multiple resorts, multiple unique audiences. But only a few different properties where the customer shopped for a ski or snow boarding vacation. Vail was an exercise in brand personality, and needed campaigns that would differentiate the different 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.

Whereas Breckenridge had a different personality; one of an idealistic ski bum to whom we all wish we had the guts to be.