case study

Keystone resort had a long standing reputation as a “party mountain” attracting mostly young, local skiiers.

With one of the nation’s best terrain parks and events like 36 Hours of Keystone, the resort had a challeneg to overcome in order to establish a new postioning as the #1 family ski resort for destination skiiers. 

Together with the brand team at Keystone, we established a campaign designed to reposition the brand as family focused and family friendly.

We positioned Keystone a place where anyone and everyone is encouraged to act like a kid, which led us to a campaign titled “Playground Rules”.

Across multiple channels, we explored interesting “Keystone-takes” on typical rules of childhood like keeping your feet off the furniture, using your indoor voice, or staying up past your bedtime – with an emphasis on bending or breaking them when you visit Keystone.

Keystone is now largley recognized as one of the most family-centric ski resorts in the entire nation, and this campaign drove 20 year high visitation from family destination skiiers. 

For this project, my official title was Manager of Paid Destination Skier Strategy. I acted as a key stakeholder bridging the go-to-market strategy of the Vail Resorts portoflio and customer insights with the brand expertise of the Keystone resort brand marketing team. 

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