Goodby Hits Vail’s Slopes With Creative, Media Work

Goodby, Silverstein & Partners has picked up national creative and media duties for Vail Resorts in Colorado.
Goodby picked up the business following what sources described as an “informal review” that also included incumbent Kelley/Dexter in Boston and Cole & Weber in Seattle.
Kelley/Dexter retains creative and media duties for Vail campaigns targeting the state of Colorado. Vail representative Paul Witt confirmed the assignments but would not elaborate.
Overall, 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 a prior relationship between the San Francisco shop and two Vail executives. Chairman Adam Aron and senior vice president of marketing Bruce Mainzer both joined Vail in the past year and both previously worked at former Goodby client Norwegian Cruise Line.
Kelley/Dexter had handled the Vail and Beaver Creek resort accounts since 1993. Following a presentation to Aron last March, the 25-person Boston shop won additional assignments for Vail’s Breckenridge and Keystone properties. The resulting print-based campaign, using the tagline “Colorado at its peak” and stressing family vacation fun, apparently displeased senior management, and an informal review was called, sources said.
Mainzer was predisposed to move the entire account to Goodby, but a presentation from agency president Glenn Kelley and other shop officials allowed Kelley/Dexter to hang on to the Colorado assignment, sources said. Given the level and nature of the competition from Goodby, Kelley/Dexter executives were pleased to remain in the mix, sources said.