E.B. Lane Keeps RockResorts

After a shift in ownership at the client, E.B. Lane Marketing Communications has retained the RockResorts account following a review, the agency said last week. Billings are approximately $4 million.

The Phoenix agency has had the account for about a year. The business was put in review in the spring, following RockResorts’ acquisition by mountain resort operator Vail Resorts. The other finalist was The Integer Group in Golden, Colo., said agency president Beau Lane.

“It’s great to continue on with an account and win in a competitive process,” Lane said, adding that the shop pitched to a new management team at RockResorts.

“They are the largest ad agency in Arizona, they have great experience with other travel providers, and they have a good sense of luxury in a rough setting,” said the client’s new director of marketing, Dave Dudar.

RockResorts operates 10 destination resorts in California, Colorado, Florida, New Mexico, Vermont, Washington and Wyoming. E.B. Lane is charged with developing a national branding and regional marketing campaign targeting affluent leisure travelers.

Branding work will include primarily national magazine and newspaper ads in the fall. Radio, online and direct marketing may also be in the mix, Lane said. Efforts for individual properties will likely include regional and some national print, Lane said.

The current budget is three times what it was prior to the acquisition, Lane said. Previous efforts focused on the individual properties, not the RockResorts brand.