To position skiing in the USA as preferential to Europe,promoting Vail’s expansive portfolio ensuring 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.

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.