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CSE MEETING
October 5, 2011
BRAND STRATEGY – REACH ADVISORS
RESEARCH FINDINGS
Subjects of Interest:
•Outdoor Adventure Sports
•Team Sports/Athletic Training
•Arts, culture and the environment
•Health, wellness and spirituality
BRAND STRATEGY – REACH ADVISORS
RESEARCH CONCLUSION
The Future:
Vail = world-class resort for transformational experiences
Our task was to take this notion and extrapolate
into a positioning that would:
- resonate
- persuade
- develop lasting perceptions
1.Outdoor sports / fitness
2.“Good Living”/Vitality (new description of “health/wellness”)
3.Arts / culture
BRAND STRATEGY – REACH ADVISORS
VAIL’S THREE PILLARS
VAIL BRAND POSITIONING –
FULLY INTEGRATED
Winter
For passionate and dedicated skiers, Vail
Mountain is the preferred ski resort for whom
skiing represents an elemental expression of
personal achievement and personal challenge,
whether the singularity of man against nature,
or the Esprit d’ Corps of belonging to an elite
club.
Because of mother nature’s generosity in snow
and terrain, coupled with the vision inherent in
the spirit of Vail’s founders and the modern
day commitment to excellence in all aspects of
operation, Vail can credibly lay claim to being
an experience like nothing on earth.
Vail Like nothing on earth
Summer
For passionate mountain travelers and
outdoor adventurers, Vail in summer is the
preferred destination for those to whom the
mountains represent an elemental
expression of physical, emotional and
cultural vitality.
Because of mother nature’s generosity,
coupled with the unique passion inherent in
the spirit of Vail’s founders and the modern
day community commitment to excellence in
all aspects, Vail can credibly lay claim to
being an experience like nothing on earth.
Vail Like nothing on earth
BRAND GUIDELINES –
10 RULES OF THE ROAD
Differentiate
The Experience
We Are unique
The Proof
Brand Pillars
Power of the Brand
Never on Sale
How We Say It Matters
Our Authentic Voice
Stay the Course!
THANK YOU!