-By Adweek Staff

DENVER Vail Ski Resort in Colorado said it has selected Genesis here for a multimedia ad campaign.

All told, Vail spends approximately $2-3 million annually on ads, per Nielsen Monitor-Plus. Genesis will launch new work for the client in the fall.

The resort and community are in the midst of a redevelopment that positions Vail as both a ski mecca luxurious vacation destination.

"Genesis was chosen over a number of other top agencies for its solid recognition and creative execution that derive the feelings of what a Vail vacation experience offers," said Chris Jarnot, client COO and svp, in a statement. "This is an exciting time for Vail and by partnering with the experienced team at Genesis we believe this new campaign will establish the Vail brand among the top vacation brands in the travel industry."

Said agency partner Graham Button: "Times are changing and the story is unfolding -- it's really exciting for us to help tell that story."

Genesis has category experience with both Vail and Beaver Creek.