Vail Mountain wins state award for marketing campaign celebrating 60th anniversary

Vail Mountain wins state award for marketing campaign celebrating 60th anniversary

Vail Mountain wins state award for marketing campaign celebrating 60th anniversary
Vail Mountain’s 60th season presented several tentpole moments in 2022-23 including the National Brotherhood of Skiers for 50th summit, the mountain’s 60th-anniversary birthday bash, and an April concert in partnership with the Vail Valley Foundation at The Amp in Vail.
Max Ritter/Courtesy image

The Colorado Tourism Office recognized Vail Mountain for promoting tourism in Colorado at the annual Governor’s Tourism Conference in September.

Gov. Jared Polis kicked off the ceremony by providing remarks about the importance of the tourism industry in Colorado and presented the Frontline Tourism Worker Awards to a select group of workers in Colorado.

Polis awarded Vail Mountain the Governor’s Award for Creative Marketing Campaign, which recognizes an event or project undertaken by a community or region to promote tourism in Colorado. The award was presented to Vail Resorts for the Vail Mountain 60th Anniversary Campaign.

“The entire Vail Mountain team is honored to be recognized by the governor’s office with this award,” said John Plack with Vail Resorts. “From creative marketing efforts to on-mountain activations, bringing Vail Mountain’s 60th to life was an all-hands effort that we hope guests, employees, and the community will remember for many years to come.”

Plack said the creative assets produced for the campaign were strategically placed in high-impact and high-reach publications in the lead-up to the season, including The New York Times, which was one of nearly 500 pieces of media coverage on the season.

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“Vail Mountain’s 60th Anniversary campaign came to life across traditional marketing channels, the on-mountain experience, Vail’s social handles, and PR channels,” Plack said. “Our goal was to make sure every guest knew about our milestone anniversary — and felt like they were a part of that milestone when they visited.”

Plack said Vail Mountain used a vintage Vail logo which had not been used in 35 years to spark excitement for the season.

“Throughout the season, the vintage logo was used across all social videos and provided the essence of vintage Vail to our guests,” Plack said. “Following through with vintage video clips set to modern music, nostalgia abounded to drive guest anticipation and excitement for the season.”

As part of Vail Mountain’s 60th Anniversary, the photography of Gray Malin was revealed at events on the mountain and in town.
Vail Resorts/Courtesy photo

Plack said Vail Mountain collaborated with artists and local businesses to create experiences centering around a vintage Vail theme.

Vail teamed up with fine art photographer Gray Malin to create a photography collection that was interwoven throughout the marketing campaign and resort during the season, including an on-mountain art gallery at Bistro 14, on-mountain “now and then” window clings at food and beverage outlets, “Vail Mail” postcards and custom Vail 60th Skis.

Vail also partnered with local distillery 10th Mountain Whiskey & Spirits to create a 60th Anniversary Limited Edition Rye Whiskey.

Plack said several new structures added to the mountain during the 60th anniversary season will live on as a reminder of the celebration, including the Vail 60th Gondola cabin, the 60th billboard at the top of the Wildwood Express Lift, and the Eagle’s Nest Corbel which denotes the height of Mt. Holy Cross.

The Governor’s Tourism Conference brought together 450 industry professionals, experts and enthusiasts in Fort Collins Sept. 28-29. Interactive workshops focused on leadership development, destination stewardship, DEIA (Diversity, Equity, Inclusion, and Accessibility), and social media tactics.

“As the Chair of the Colorado Tourism Office Board of Directors, I’m always inspired by the industry’s pursuit of excellence showcased at the annual Colorado Governor’s Tourism Conference,” said Bob Stinchcomb, senior vice president at Alterra Mountain Company. “The awards ceremony, a culmination of this spirit, spotlights extraordinary endeavors that amplify our state’s allure, underlining our commitment to unforgettable travel experiences.”

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