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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 takeover, 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 mediaTLA 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.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
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 takeover, 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 mediaTLA 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.
