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HomeMy WebLinkAbout2015 Att B Vail Brand Background_Final TOV/CSE 2015 RFP: Vail Brand Guidelines ATTACHMENT B The Vail Local Marketing District Advisory Council (VLMDAC) welcomes and encourages the inclusion of the Vail Brand and logo in our events and partners’ marketing efforts. Below you will find information on the Vail Brand. Use of the Vail Brand is subject to approval by Vail Mountain and the VLMDAC. Tagline: Vail Like nothing on earth.™ Vail Brand Position – Winter Coveted as one of the largest ski resorts in the world with more than 5,200 acres of skiable terrain, seven legendary Back Bowls spanning seven miles, and the most groomed terrain on the planet, Vail has been an extraordinary winter vacation destination for passionate skiers and snowboarders for more than 50 years. It is home to world-class athletes during the U.S. Ski Team early-season training sessions in Golden Peak, the Burton US Open Snowboarding Championships and the future 2015 World Alpine Ski Championships. Under blue skies more than 300 days each year, friends and families reconnect and celebrate here from year to year and generation to generation. The vacation experience is exceptional, from the Vail Ski & Snowboard School to events, activities and festivals, shops and spas, abundant culinary experiences and luxurious accommodations. Coupled with the vision inherent in the spirit of Vail’s founders, and a modern day commitment to excellence in all aspects of guest service and operations, Vail is a mountain resort like nothing on earth. Vail Brand Position – Summer There’s no place like Vail for year-round recreation, outdoor pursuits and cultural activities in the heart of the Rockies. Located just two hours west of Denver, Vail’s fresh air, rugged beauty and charming pedestrian village await guests. Discover a quaint mountain town where outdoor activities abound and the performing arts flourish. Matching the incredible winter mountain experience, Vail from May through October is characterized by a rich culinary scene, family activities, a world-class events schedule and everything in between. This summer guests can experience events like the new Vail Summer Bluegrass Series, GoPro Mountain Games, Vail Jazz Festival, the Vail International Festival of Dance, BRAVO! Vail, USA Pro Challenge, Gourmet on Gore culinary festival and much more. Vail offers a diverse range of lodging options from luxury brands to boutique hotels, condominiums and vacation rentals. For more information on a Vail vacation, please visit www.vail.com. Summer - Vail Brand Marketing Information Based on research from the Vail Local Marketing District’s advertising agency, the recommended Vail Summer Marketing Target is: • Ages 25-54 • Has children 17 years old or younger living in the home • At least $100k household income • Slight female skew • No other demographic restrictions or skews TOV/CSE 2015 RFP: Vail Brand Guidelines ATTACHMENT B Vail Summer Positioning Statement: Only Vail offers the perfect blend of beautiful natural surroundings and top-quality resort amenities, with summer activities for the whole family to enjoy. What does this mean to you as an event producer? Please keep these traits and positioning statements in mind when developing and marketing your event. The demographics above are the Vail Local Marketing District target guest. This does NOT mean your event needs to meet all these demographic parameters. Vail Brand Marketing Summer Messaging: Get away from it all and have it all. Vail is a one-of-a-kind destination where the glory of nature is paired with the best that life has to offer. Our status as an iconic destination is due to this unique combination of secluded escape with the appeal of world-class amenities and service. The unique Vail spirit encompasses every aspect of your vacation, elevating the ordinary into the breathtaking. Bring yourself back to center. The emotional appeal of vacationing in Vail is escaping the hustle and bustle of daily life, allowing visitors to be truly present in nature and at home with themselves – refreshing them with our mountain air and individualistic spirit. We provide an experience of feeling profoundly aware and connected to your loved ones and surroundings. Enrich your life and return to your world as a new and better version of yourself. Passion for the outdoors leads the way. Vail is the complete destination to live life to the fullest, whether it be through elevated experiences, exciting activities, immersive culture or relaxing amenities. Vail is a place to challenge yourself, expand your horizons and rediscover who you are through an enriching, yet relaxing, vacation.