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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.
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