Vail
Art Director
Designer
Brand Strategy
Brand Positioning
Integrated Season Campaigns
Digital Advertising
Social Media
Video & Film
OOH
As the flagship resort within the Vail Resorts portfolio, Vail needed a clear and compelling brand position that reflected both its legendary terrain and its global lifestyle appeal. As agency of record, Genesis was engaged to reposition the brand and establish a unifying promise that could live across seasons and channels.
A global brand platform built on a truth as expansive as the mountain itself.
The Genesis team uncovered the simple and inarguable truth, Vail. Like Nothing on Earth., which became the foundation for an integrated, international brand campaign. Using the white canvas of snow as a core creative motif, the work expressed the purity of the ski experience across advertising, digital, social, film, print and on-mountain communications. The platform expanded to unite winter and summer storytelling, celebrating the eclectic Vail community and their pursuit of personal passions. Together, the work positioned Vail as the poster child of the ski lifestyle and reinforced the deep, lifelong loyalty that sets the destination apart worldwide.
