Kelley/Dexter Resorts to New Vail Strategy

BOSTON-Kelley/Dexter’s upcoming national print effort for Vail Resorts is really five campaigns in one, according to agency president Glenn Kelley.
“People are passionate about each resort,” Kelley said. “The challenge. . . was to protect their identities while coming up with an overall [brand] image” for Vail Resorts.
In some ads, the Vail, Keystone, Breckenridge and Beaver Creek resort properties are promoted together as part of a corporate umbrella campaign using the theme, “Colorado at its peak.”
Other ads focus on the individual resorts. For example, executions for Keystone play up the area’s scenic beauty, which delivers “the nature of the Rockies.” Ads for Breckenridge focus on local nightlife and feature the tagline, “Gold Rush town. Pure rush mountain.”
The campaign is set to break in September in magazines such as Condƒ Nast Traveler, National Geographic, Travel & Leisure and Vanity Fair. In some cases, as many as five ads-a corporate execution and one ad for each resort-will appear on consecutive pages, Kelley said.
Kelley/Dexter creative director Russell Dexter handled copywriting chores, teaming with Alec Beckett. Dick Gage and Brian Gross were the art directors.
The campaign is Kelley/Dexter’s first for the client since Vail Resorts purchased Breckenridge and Keystone from Ralston Foods late last year. The account is worth about $10 million to the Boston-based agency, roughly one-third of the shop’s overall annual billings, Kelley said.