The Challenge

In the midst of a pandemic, going skiing looks different this year. Consumers face uncertainty as they decide whether or not they should embrace this new normal and continue to pay to go to ski resorts.

Must communicate to consumers that Vail has put in place a number of precautions and requirements, allowing people to ski while limiting the spread of COVID-19.

The Objective

• Keep ski pass sales consistent with past seasons despite current conditions

• Communicate the safety measures that are in place for COVID-19

• Appease consumer concerns about skiing this season

• Create excitement around skiing this season, reminding people of why they love it

Audience

Primary Target: Generation Z & Younger Millennials (18-26 years old)

Secondary Target: Baby Boomers (56-74 years old)