Portfolio Archive - Page 6 of 6 - BravoEcho
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Archive

18 Nov

Posted at 23:19h in

Vail Resorts is one of the world’s largest ski companies, and core members of our team were engaged in a variety of roles from 2004 to 2014. They include re-positioning and the AOR assignment for flagship brands Beaver Creek and Vail, and subsequently integrating the Vail summer business, funded by the Town of Vail, into the winter brand platform. Also, working directly with CEO Rob Katz, helping to position, name, and launch EVERVAIL, a LEED certified resort community, and APPETITE FOR LIFE, a sustainable food initiative. And along the way, helping in the design and development of the corporate website. ...

17 Nov

Posted at 21:27h in

Steelcase is a global work space, furniture, and technology company for business, education and healthcare. We helped CEO Jim Hackett position the company for its second 100 years through a year-long global initiative celebrating its first. We have created an online design symposium around Frank Lloyd Wright’s Meyer May House, owned by Steelcase. We helped develop new brand and marketing stategies for Steelcase brands Coalesse and Designtex, and we’ve worked with the research group, Workspace Futures, to better communicate the value of its insights....

10 Jun

Posted at 22:21h in

When we became AOR for Vail Resorts’ Beaver Creek brand, North American ski resorts were poorly differentiated, largely content to just glamorize snow and gravity. Beaver Creek is a custom-built alpine village at the foot of one of the only mountains in the world to host World Cup downhill races. It offered a rich experience beyond just the skiing, and richly deserved to rise above the crowd. We positioned this experience with the unexpected brand promise “Not exactly roughing it,” a clear nod to luxury but in an accessible, tongue-in-cheek tone. The campaign was highly disruptive, growing skier numbers - in an otherwise flat market - nearly 29%. Our relationship lasted nearly 10 years, producing persistently strong business results. This promise drove not only our campaigns for the brand and the best years yet for the business, but it also underpinned the operations of the resort....

10 Jun

Posted at 22:03h in

Vail is a mighty presence in winter, but struggled to center its summer business. We were asked to integrate, for the first time, the Vail summer marketing into the winter brand. So now, in place of powder-rich Back Bowls, we needed to tell the “Like nothing on earth” story in a whole new way. We centered it instead on the eclectic Vail community, a band of extraordinary individuals including world-famous climbers, kayakers, cyclists, musicians, and chefs. People of the world who have chosen to pursue their passions in Vail. Our campaign, “The pursuit of personal passions” featured short, intimate films about these famous residents housed on an interactive website where the navigation allowed visitors to explore their own passions. Across TV, magazine advertising, web, display, and social, the campaign contributed to a 22% increase in lodging tax, 8% increase in lodging, and 7% in website visits. For the first time in its history, Vail mountain was communicated as a single, year-round, brand experience....

05 Oct

Posted at 18:29h in

Cummins Inc., a global power leader, embarked on an ambitious growth strategy, which happened to coincide with the company’s 100th anniversary in 2019. As Cummins’ anniversary partner, BravoEcho helped leverage this unique moment to position the company in a forward-looking way and to create awareness, support and engagement with employees and key external audiences. Our collaborative process helped to ensure strategic alignment at the start, all the way through implementation and launch. We developed the anniversary theme, key message framework, identity and creative direction, as well as a communications plan and creative deliverables, including an anniversary film. Cummins’ 100-year anniversary kicked off in February 2019. Celebration activities and events are planned throughout the year, around the world....

04 Oct

Posted at 20:19h in

Steelcase is a US-based global company designing work space, furniture, and technology for business, education and healthcare. Insight-led innovation has made it a thought-leader on work collaboration. 2012 marked its 100th anniversary, and CEO Jim Hackett asked us to help position the company for the next century. We created a company manifesto in the form of a storybook and three-minute animated film, and a multimedia social initiative discussing the future of work. This discussion began with the "dreams" of children from around the world, captured in a documentary film.  A web platform for the debate - "100 Dreams, 100 Minds, 100 Years" - went live at the TED conference that March....

10 Jun

Posted at 22:03h in

Vail is the flagship of the Vail Resorts portfolio, which includes many of the top ski resorts in the world. We were asked to re-position the brand, which we did with the simple and inarguable truth, “Vail. Like nothing on earth.” Few mountain resorts in the world engender the lifelong loyalty of Vail. People may date other mountains, but it’s Vail they marry. This insight became the bedrock of a campaign showing Vail as the poster-child of the ski lifestyle through film, TV, magazine, social media and collateral. The initial integrated launch included a heavy mix of digital, including email, display, social and video. It contributed to a 9.2% increase in skier visits, and a Net Promoter Score of 92, a 7% increase. The promise, “Like nothing on earth” is still alive and well....

03 Oct

Posted at 07:14h in

100 doesn’t come along for many companies. It’s a special and elite group who have survived 100 years: an exciting feat in this ever-changing world of business. Turning 100 allowed Brady Corp to step back and reflect on the red thread that links their heritage to their future. We worked with Brady Corp’s CEO and leadership team to envision their future, and built a centenary celebration and a re-positioning vision around this future, from high-performance identification label manufacturer to a company building a smarter, safer world. To date the work has been shared with all employees around the world, and is beginning its external launch....

02 Oct

Posted at 21:19h in

In 1987 our client Steelcase meticulously restored the Meyer May House, a Prairie-style Frank Lloyd Wright masterpiece. The home's 100-year anniversary was placed at the heart of a strategy to generate discussion of "The Next 100" for Steelcase. We designed a website to showcase the house through the lens of Wright's principles, a digital advertising campaign, and communications including a new identity and collateral materials. All in support of a symposium called "A critical dialogue on 21st-Century Architecture and Design and the ongoing relevance of Frank Lloyd Wright," which explored Wright's design principles created 100 years ago and brought the Master himself into a dialogue about the future....