case study

Vail Resorts is a portfolio of ski resorts with no major public facing umbrella brand for the portfolio itself, and vastly different brand identities at each of the resorts.

Results from early testing in 2016 indicated that a multi-resort approach to new customer prospecting was a powerful tool for guest acquisition. However, expanding on this tactic presented problems with the lack of a cohesive portfolio identity. 

I was tasked with leading initial brand/ campaign positioning work for a full scale go-to-market across multiple channels working with stakeholders from 12 brands.

With the power of the Epic Pass brand, we explored the concept of Epic, how it came to life across our different resorts, and what it meant to a destination skier guest spanning 4 unique personas: millenials, hard charging families, relaxed families, and empty nesters. 

Our belief was that “Epic” is far more than a product. Epic is a feeling. 

We explored the various avenues in which Epic can come to life.

For some audience segments, Epic is dropping cliffs, hard charging your day, and last call out on the town. As we explored different emotional motivators highlighted in guest research, we discovered a strong key theme of building memories with your family. We thought, why can’t this be Epic as well?

“This is what Epic Feels Like” was our campaign. Creative from this campaign spanned out of home, print, email, social media, web, and video. The campaign resulted in record retention rates of return destination skiers leading to record stock prices.

Web

This video is an example of how the idea of Epic came to life thru feeling. 

A young woman is reflecting on her time spent in the mountains with her father, thanking him for the memories and unique experiences he provider her.

We see her as a young child in his eyes as he reads her thank you letter reflecting on her experiences at some of Vail Resorts’ most iconic destinations. The spot ends with a reveal that the woman is, in fact, grown and the viewer is left with an emotional shot of the father.

His emotion, the reflection and satisfaction of having provided his daughter with memories they both cherish is truly What Epic Feels Like.

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