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Home My WebLink About06. Discover Vail Campaign 2025 Guide FINAL2025 Campaign Guide Brand Platform Discover Your Vail Moment returns with a more focused, story-driven approach. This year’s campaign follows the full- trip experiences of a couple and a family, capturing simple, meaningful moments that show how Vail creates space for connection and presence. From a quiet pause by the creek to running through the village on a rainy evening, these stories highlight how the village design and community spirit shape the experience. The goal is to encourage visitors to slow down and engage more fully. Strategic Focus for 2025 Use story-driven content to highlight real moments of connection, helping visitors feel a deeper sense of belonging in Vail. Show how Vail’s experiences unfold over time, encouraging visitors to slow down, explore more, and stay longer. Emphasize how Vail’s pedestrian village offers easy access to nature, a dynamic culinary scene, and year-round events that make each visit feel both effortless and enriching. Campaign Overview Overview The 2025 Discover Your Vail Moment campaign builds on last year’s success with a more focused, narrative approach. This year’s creative follows a couple and a family through a full day in Vail, showing how the village naturally shapes their experience. Unlike resorts where the experience feels spread out or overly structured, Vail’s pedestrian-first design brings dining, nature, events, and culture within easy reach. The campaign uses this accessibility to illustrate how time in Vail unfolds with ease. This approach supports the goal of creating stronger emotional connection and encouraging longer, more engaged visits. This guide outlines the creative and strategic foundation for the campaign. It also provides a structure for community partners to align with shared themes. The intent is to unify messaging, inform creative direction, and ensure each expression reflects the tone and pace of summer in Vail. Goals Encourage Increased Stay and Spend: Increase guest stay length and spending by showcasing Vail’s unique attractions. Attract Aligned Visitors: Draw guests who resonate with Vail’s values, focusing on those likely to spend more. Restore Vail’s Status: Position Vail as the Premier International Mountain Resort Community. Awareness: Continue to increase brand awareness of the Town of Vail as a destination through precise audience targeting/reach. Consideration: Engage with our new and existing audiences through content on DiscoverVail.com and/or within partner(s) custom executions via content/rich media. Response: New and repeat visitation to the town through measurable platforms. Target Audience We are speaking to discerning individuals seeking an elevated travel experience. Our target audience includes families, empty nesters, and outdoor enthusiasts who value authenticity, luxury, adventure, and access to nature. Families Empty Nesters Outdoor Enthusiasts Markets AUSTIN CHICAGO DALLAS HOUSTON LOS ANGELES MIAMI MINNEAPOLIS NEW YORK CITY SAN DIEGO SAN FRANCISCO TAMPA ARIZONA (Statewide) OMAHA DENVER COLORADO (Statewide) Monterey/San Pedro Guadalajara Mexico City Puebla Domestic Fly Market Drive Front Range International Approach The approach uses focused storytelling and consistent design to showcase the richness of the Vail experience, strengthen brand clarity, and encourage longer, more connected visits. Channels Paid Organic SOCIAL MEDIA OTT/CTV DISPLAY SEARCH PRINT OUT OF HOME EVENTS PAID STORYTELLING SOCIAL MEDIA CRM/EMAIL WEBSITE PR EXPERIENTIAL MARKETING OUT OF HOME TRAVEL JOURNEY FUNNEL TACTICS TACTICS TACTICS Inspiration CONSIDERATION VISIT kpi’s kpi’s kpi’s STREAMING RADIO PRE-ROLL VIDEO CTV/OTT PROGRAMATIC OOH PAID SOCAIL PROSPECTING DISPLAY PROSPECTING NATIVE PROSPECTING EHNANCED NATVIE CUSTOM CONTENT RICH MEDIA DISPLAY RETARGETING PAID SEARCH PAID SOCIAL RETARGETING reach ctr vcr cost per view CONTENT ENGAGMENT LANDING PAGE VISITS PAGE VIEWS SITE ENGAGMENT bookings searches Campaign Themes # Vail  Village A Village Immersed in Nature:  The Mountain Flows Seamlessly into the Village Vail’s Culinary Experience: A Village Built For Dining Vail’s Events:  The Village As A Stage Vail Village: the heart of it all Vail is designed differently. It is not just another mountain town with a main street, but a pedestrian-first village where everything is connected. Events, dining, nature, and culture all flow together in a way that makes movement effortless. The village itself is a stage, hosting concerts, seasonal festivals, and cultural events that unfold naturally in its plazas and walkways. The mountain flows effortlessly into the village, connected by two gondolas ready to carry you into hiking, biking, and skiing. Gore Creek runs through the center, creating a natural balance between energy and quiet. The village shapes every experience. It is large enough to offer variety but intimate enough to feel welcoming. It allows people to move freely, linger longer, and take in the surroundings without distraction. Whether gathering in the plazas, walking along the creek, or transitioning from the mountain to après, the village is what makes Vail distinct. Live music, seasonal festivals, and cultural events unfold naturally in its plazas and walkways. It is both the starting point and the connection between every part of the experience. Unlike resorts where the experience is scattered or requires constant planning, Vail’s design makes everything feel within reach. The pedestrian layout creates an easy rhythm. Ski in, take a seat by the fire, step into a restaurant, or wander through the locally owned shops, all without effort. The village encourages exploration, bringing people together naturally. By day, it is a launch point for adventure. By night, it becomes a gathering place, alive with music, conversation, and shared experiences. Pillar 1 Vail’s Events The Village as a Stage Vail’s pedestrian village is more than a place to stay. It is a living venue where events unfold naturally. Live music fills the plazas, seasonal festivals reshape the streets, and sporting competitions turn walkways into arenas. The village is part of the experience, seamlessly blending culture, sports and community gatherings into daily life. A year-round calendar of events keeps the village active in every season. Concerts, comedy festivals, and cultural celebrations take place in open spaces, making them easy to experience as part of village life. The Gerald R. Ford Amphitheater provides an outdoor performance space where the mountain backdrop adds to the experience. This 2,500-seat venue hosts internationally recognized musicians, orchestras, and dance companies. Events like the Vail Dance Festival and Bravo! Vail Music Festival bring global talent to an intimate setting. The village transforms for major events. The GoPro Mountain Games turn the streets into competition zones and festival spaces, drawing athletes and spectators into the heart of town. Oktoberfest brings Bavarian traditions to the plazas with music, food, and dancing. The Kids Adventure Games use the village as an obstacle course for young athletes. On the Fourth of July, the streets fill with parades, music, and fireworks. The Vail Farmers’ Market and Art Show brings local food, crafts, and entertainment each summer. Pillar 1 What sets Vail apart Plazas and walkways provide spaces for smaller performances. Musicians, artists, and street performers activate these areas throughout the year, adding to the energy of the village between larger events. Something is always happening. Whether it is live music in a plaza, a local band in a restaurant, or a yoga class in the park, the village has a steady rhythm of activity. There is no need to plan around a schedule—just step outside, and you will find something to experience. Pillar 1 What sets Vail apart Pillar 2 Vail’s Unimpeded Access to Nature The Mountain Flows Into the Village The mountain rises directly from the village, with two gondolas ready to carry you to alpine trails, ridgelines, and biking routes. Gore Creek winds through town, offering a quiet retreat just steps from the plazas. Beyond the village, the Gore Range stretches into one of the most pristine wilderness areas in North America. With no history of mining, its rugged peaks and deep valleys remain untouched, home to thriving wildlife populations. Whether setting out on an adventure or simply taking in the fresh mountain air, nature is always within reach. The mountain and village are seamlessly connected. Two gondolas depart directly from the village, providing effortless access to hiking, biking, and skiing without the need for shuttles or long connections. Adventure is woven into daily life.   Start the morning with a sunrise hike, ski directly into après, or take an evening walk along the creek—all without leaving the heart of the village. The Gore Range offers a true wilderness experience. Unlike many parts of the Rockies, this landscape has remained untouched by mining, leaving behind one of the most unspoiled alpine ecosystems in North America. Healthy populations of deer, elk, black bears, and mountain goats roam its rugged peaks and deep valleys. Even from the village, taking in the view of the Gore Range is enough to appreciate its scale and wonder. Pillar 2 What sets Vail apart Every season offers a new way to experience nature. Wildflowers cover the meadows in summer. Golden aspens line the trails in fall. Fresh snowfall blankets the landscape in winter. Spring brings rushing creeks and bright green hillsides. The changing seasons make the outdoors feel like a new discovery each time you visit. Pillar 2 What sets Vail apart Pillar 3 Vail’s Culinary Experience A Village Built for Dining Vail’s food scene is shaped by its setting. The pedestrian village creates a natural rhythm where dining is not just a meal but part of the experience. Restaurants spill into the streets, après flows effortlessly from the slopes, and creekside patios offer a quiet place to unwind. International flavors mix with Colorado ingredients, creating a dining scene as varied as the village itself. Photo courtesy of Jordan Quirk A walkable dining experience. Vail’s pedestrian village allows for an effortless flow between restaurants, wine bars, and cocktail lounges. Dining is not just a meal but part of the experience, whether discovering a hidden speakeasy or moving from après to a multi- course meal. Diversity of offerings. From high-end tasting menus to casual, locally owned bistros, Vail provides an unmatched variety of dining options. The mix of globally inspired flavors and mountain cuisine creates an ever-evolving culinary landscape. Michelin recognition and an outstanding cocktail culture. Vail is home to Michelin-recognized restaurants and chefs who bring creativity and excellence to the dining scene. Beyond fine dining, the village boasts expertly crafted cocktail programs and curated wine selections that rival those in major cities. Pillar 3 What sets Vail apart Signature food events that shape the culture. Events like Taste of Vail and the Vail Wine Classic highlight the region’s food and beverage scene, bringing chefs, winemakers, and mixologists together to create unforgettable dining experiences. Après as a way of life. Food and drink are not just part of the ski culture but woven into daily life year-round. Morning espresso rituals, creekside happy hours, and long summer evenings spent on patios make the village feel vibrant from sunrise to late night. Locally inspired, globally influenced. While Colorado ingredients and mountain flavors are at the heart of Vail’s food culture, its chefs bring influences from around the world, making it a true culinary destination. Pillar 3 What sets Vail apart Campaign Style Guide Messaging Tagline Hashtag Discover Your Vail Moment #VailMoment To be used across all major marketing materials. This tagline pulls in Discover Vail in an organic way, creates a sense of placemaking, and invites the audience to be part of the overall narrative through you/your language. The hashtag serves to create campaign awareness and build UGC participation across social media channels. Alternative Taglines A Moment for _____________ families EMPTY-NESTERS Outdoor enthusiasts all generations exploration play Connection* romance spontaneity relaxation your tastebuds nature thrill tranquility firsts exploration excitement A fill in the blank, where we can enhance the narrative of our ads for each target demographic. *New Tagline for 2025 Placemaking highlights Pedestrian Streets Michelin-worthy Culinary Scene Locally Operated Shops Unencumbered Wilderness Unimpeded Access To Adventure Gore Creek Flowing Through Town Two Village-access Gondolas European-inspired Architecture World-renowned Cultural Events Vibrant Community Included in ads, we’d like to showcase Vail’s outstanding attributes. Primary Logo Usage Guidelines Discover your moment The main logo for the 2025 VLMD campaign guide consists of a wordmark that features two different text styles. It includes the Vail logo, as well as NewPanam Skyline, the headline font for the campaign. “Vail” should be 2x the height of the “Discover your moment”. “Vail” should always appear in a gold gradient. If situations arise where it cannot, it should maintain the same color as the “Discover your moment” font color. The logo should only appear in brand colors, and should have adequate spacing around it as to not crowd it. Typography A Moment for Connection. Vail’s pedestrian streets make it easy   and safe to get around, no car needed. Headline Body Logo Type + CTA Silvana Text Weight: Regular Case: Capitalized Case Avenir Next Weight: Medium Case: Sentence Case NewPanam Skyline Weight: Medium Case: Upper Case Kerning: 15% Discover your Photography Tier 1 imagery Tier 2 imagery Tier 1 Imagery will serve as our “hero” images across major marketing materials. They are enhanced to highlight a sense of place, story, and emotion. Tier 2 Imagery consists of campaign imagery that is suited for organic social, website and other mediums. ALL Photo Style Guide The photography for this campaign should be aligned with the video and overall campaign concept. It should feature shots that feel natural, and in the moment. Never staged or posed, but rather docu-style. Photography should take into account natural lighting, and should feature the local landmarks in order to add context to the overall scene. A focus on facial expressions and models interacting that feel candid, authentic, and emotional. Themes: In-Between Moments, Magic, Authentic, Contextual, Engaging, Emotional, Approachable Campaign Creative Design Direction This year’s creative takes a more cinematic approach, using short-form video that feels closer to a movie trailer than a traditional commercial. The pacing, framing, and tone are designed to highlight real, everyday moments in a way that feels natural and authentic. In print and display, the visual style is a modern nod to the Polaroid format. A thin outline frames each image, and a soft blur around the edges subtly creates space for text without overpowering the scene. The result is a clean, approachable layout that keeps the focus on the moment. Video Longform Short form Director’s Cut, 1min 30sec FAMILY Video Director’s Cut, 1min 30sec Couple Longform Short form Video Micro Cuts 15sec 15sec 15sec 15sec Dinner & Nightclub Street hats llama bikes Tube & Rain Print Print Example display Digital Ads Book Now A Moment   for Connection Book Now A Moment   for Connection Plan your trip Discover your moment Book Now A Moment   for Connection display Digital Ads Channels Paid Social Media Instagram Facebook Tiktok Youtube Influencer Program Video, Static, or Carousel Ads EVENTS Event Sponsorships  Event Program Book Ads  Video at Amp Events  Social and Email inclusions  Event Activations Program Book Ads, Swag, Video Ads, In-Person, Banners, UGC PRINT Official Colorado Vacation Guide Vail Daily Covered Bridge Photo Ad - Campaign Specific OTT/CTV Hulu Youtube 6s, 15s, 30s Preroll Video PAID STORYTELLING Influencers Bloggers Content Creation radio Spotify Pandora SEARC H / DIGITAL/ DISPLAY Google Native Undertone Photos, Animated Ads Paid ooh In-Town Bus Ads  Welcome Center Video  Eagle Airport Video  Digital Billboard Brand Amp Aluminum Cups Vail Mtn Restaurant Screens Village Banners (Campaign Based) Variable Messaging Signs (Entering/Exiting the Village) Ground Stickers Welcome Center Tv’s Parking Structure Ads Lamp Post Vertical Banners Vistar Digital Banners Campaign-Based Designs, Ads, Video, and Imager Rich Media & Custom Digital Content Outside Inc. Nativo Undertone Sports Illustrated Mex Best Organic Social Media Instagram Facebook Tiktok Youtube Leverage brand communication Event posting strategy Encourage UGC with giveaways Use of #VailMoment CRM/EMAIL Email Update current template Activations for database growth PR In-Market Media Activations  Media Events Satellite Media Tour Visiting Journalists Program  Mexico City & Guadalajara Media Events Community/Partner Relations Summer Influencer Visits Integrate into media messages Press trips WEBSITE DiscoverVail.com Crowdriff embedded feed Update campaign imagery within website content/blog Dedicated Campaign landing pages (audiences) Youtube library video