BBDO in San Francisco has added creative chores on Vail Resorts following a review.
The brand previously used agencies on a project basis for its various properties. Those shops included Venables, Bell & Partners and Crispin Porter + Bogusky. BBDO will now also work on a project basis.
The Omnicom Group agency was hired after a review; contenders were not disclosed. Vail CMO Heidi Kercher-Pratt said she was impressed by BBDO's "channel-agnostic, holistic approach." Media duties were not included in the competition.
Vail, Beaver Creek, Breckenridge, Keystone, Heavenly Mountain and Northstar-at-Tahoe are all part of the assignment. Across all brands, the client spent $4 million in measured media in the first eight months of 2010, understandably the lightest season for the ski category, per Nielsen. Ad spending was $7 million during all of last year and $11 million in '08.
The agency's first work, a marketing communications initiative for Heavenly Mountain, breaks next month.
Other clients of BBDO S.F. include Mars (Cesar, Nutro, Greenies and Uncle Ben's), Harrah's, 8th Continent and Gallo.