To position skiing in the USA as preferential to Europe,promoting Vail’s expansive portfolioEnsuring that Vail’s acquisitions of new resorts e.g. Whistler are positively communicated to media.
Utilised UK ski media knowledge of poor snow conditions,increased pass costs etc in Europe to demonstrate to the wider lifestyle media that skiing in USA is the ‘ski savvy’ option. TLA did this through a big media event with gifting from Canada and clear messaging about the take over,ensuring that all media were aware of the positive outcomes TLA positioned CEO Rob Katz as a forward thinking,philanthropic leader by ensuring that he was commenting in national articles on the environment.
TLA positioned Vail as ‘The Big Friendly Giant’ communicating their exceptional environmental and philanthropic efforts. Vail’s acquisitions were positively received across the media
TLA secured more personal pieces on Rob Katz to communicate his personality and remove the harsh business persona of the company. TLA hosted a press trip to Park City to demonstrate why USA offers better skiing than Europe. The trip resulted in feature length pieces of coverage.