Vail Resorts Reduces Role Of Kelley/Dexter – Goodby Added for National Assignments

Kelley/Dexter has lost national creative and media duties for Vail Resorts to Goodby, Silverstein & Partners. The Boston shop, however, has retained creative and media assignments for Vail advertising within Colorado.
Goodby picked up the business from the Vail, Colo., client following what sources described as an informal review that also included Kelley/Dexter and Cole & Weber in Seattle.
Vail representative Paul Witt confirmed the assignments but would not disclose other details.
Kelley/Dexter president Glenn Kelley declined comment. He would only say that no layoffs were planned, despite the loss of Vail Resorts as well as the recent departure of ski equipment maker Salomon North America in Georgetown, Mass.
Vail spends about $8-10 million on advertising each year. Goodby will likely handle about $6-7 million of those billings, with Kelley/Dexter retaining the rest, sources said.
Goodby was tapped based largely on past relationships between the San Francisco shop and Vail chairman Adam Aron and senior vice president of marketing Bruce Mainzer. Both joined Vail in the past year, having worked with Goodby at Norwegian Cruise Line, which Goodby had handled.
Kelley/Dexter had worked for the Vail and Beaver Creek resorts since 1993. Following a presentation to Aron in March, the 25-person shop won additional assignments for Vail’s Breckenridge and Keystone properties. The resulting print-based campaign, using the tagline “Colorado at its peak,” stressed family vacation fun. The work apparently displeased senior management and an informal review was called, sources said.
Mainzer had wanted to move the entire account to Goodby, but a presentation from Kelley/Dexter allowed the shop to hang onto the Colorado assignment, sources said. Given the nature of the competition from Goodby, Kelley/Dexter executives were pleased to remain in the mix, sources said.