A Cross Platform Marketing Campaign for The Vail Mountain Collection Presented by Entercom Communications | July 2007. Confidentiality Notice
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The Vail Mountain Collection
Presented by Entercom Communications | July 2007
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To actively drive participation, attendance and awareness of the Vail Mountain Collection by tapping into the emotional connections of the experience and the exceptional offerings of the mountains.
Real skiers and boarders talk about their mountain experiences. On-air, skiers tell their tales of being on the slopes at the Vail Mountain Collection. Stories could include: feeling in the zone in the middle of a great run, getting an uplifting feeling and that natural high, the sights, sounds and thoughts that go through their heads and the great feeling after a full day and kicking back apres ski.
Short and long form vignettes and audio snippets capture the action, adventure, and culture of skiing and riding. Promoted on air and archived on line.
The sounds of the mountain experience become audio branding for Vail Mountain Collective: crisp snow, swoosh of powder, shoosh of clothing, wheels of lift tower, squeeky boots, grilling burgers, yells from the lift, hitting bumps, ‘yeehaw!’ . . .
Custom video content from TVail plus skiing and riding videocasts embedded and promoted on Entercom websites
Tips and techniques presented on-air and on the mountain that teach our DJs, listeners and select alternative bands simple skills and how to have fun on the mountains. Recorded in audio, video and promoted in snippets
Audio and video of live performances and behind-the-scenes action captured by our listeners
A custom streaming music channel featuring bootlegged audio, unsigned bands and custom content
Downloadable audio of the Bootleg Music Series and Bootleg Radio plus special Vail content: music mixes for each slope, insider information, or mountain tips recorded by instructors
Digital Platforms and Time Sensitive Messaging Powered By On Air
Snow Is Here Promotes the first big snow. Vail takes over Entercom websites and is featured on-air
Winter White Sale Entercom websites feature embedded reservation systems; select packages promoted on air as exclusive to listeners for a limited time
GainesvilleEntercom Peak Experience Recommended Network