Archive

20 Nov

Posted at 23:22h in

Intrawest is a leader in experiential destination resorts. We are working with Club Intrawest, a Vancouver-based vacation club exploring innovative ways to expand their markets. We are agency-of-record for Snowshoe Mountain, a year-round resort in the Allegheny Mountains. And we’re helping with the launch of Passport, a ski pass the press has called revolutionary....

19 Nov

Posted at 23:21h in

We helped reposition this community institution with a new strategic focus, identity, brand promise, and emphasis on innovative programming. Museum Director Dale Robertson and his team include us as a strategic and creative partner. We have created a member acquisition campaign, a celebration of beer, exhibition design of Paola Gianturco’s global phenomenon “Grandmother Power,” and a re-launch of the Museum’s planetarium....

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....

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....

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....