Discover Vail

Discover Vail

Tap into the magic of Vail and experience the natural beauty, elevated offerings, and unique voice that makes Vail a premier international mountain destination

OPPORTUNITY

Vail is known around the world for its charming village, elevated experiences, and breathtaking mountain setting. Yet what truly leaves a lasting impression often comes from the smallest details—the unexpected discoveries that create a lasting Vail Moment. In 2024, Vail Local Marketing District (Discover Vail) partnered with 970 Design to extend guest stays, attract like-minded travelers, and establish a brand voice that positions Vail as the Premier International Mountain Resort. By highlighting the town’s beauty and unique attractions—from restaurants and art galleries to hiking trails and hidden corners—we aimed to reach guests who stay longer, spend more, and connect with the values that make Vail unique.

APPROACH

Discover Vail and 970 Design launched a campaign that celebrated the village’s rich history, natural beauty, and European charm. Unlike past efforts that leaned on dreamy, overly aspirational imagery—such as people in suits floating above the town—our campaign grounded Vail’s story in authenticity. Rather than focusing on the typical tourist itinerary, we highlighted the moments in between: the genuine experiences that reveal Vail’s welcoming spirit and distinctive character. Through storytelling centered on joy, connection, and discovery, the campaign invited visitors to see themselves in Vail’s story and create their own unforgettable moments.
Results

The Discover Vail campaign drove powerful results across every channel. Paid media delivered more than 86 million impressions and drove a 93% increase in hotel bookings year-over-year, with a return on investment nearly eight times higher than the industry benchmark. Social media reached millions of travelers with engagement rates more than double the standard, while paid search delivered conversion rates nearly eight times above benchmark. High-profile placements, including the 2024 Summer Olympics and Pandora sponsorships, further amplified Vail’s reach and impact.

Beyond the numbers, the campaign was also recognized for its creative excellence—earning a Heartland Emmy Award for outstanding storytelling in the Commercial – Campaign category

Vail is known the world over for its charming village, elevated offerings, and stunning natural beauty; yet, what you will remember most is actually quite small. It’s those unexpected discoveries where each detail spontaneously weaves together to create your Vail Moment.

An Updated Digital Experience

We imagined and developed an initiative to educate tourists about the offerings available in and around the town of Vail. Discovervail.com is one of the most visited pages for anyone traveling to the Vail Valley and we successfully compiled all of the best “Things To Do” in one central location with a fluid UI and UX experience.

2025 "Discover Your Vail Moment" Campaign

The 2025 “Discover Your Vail Moment” Campaign showcases the wide range of activities that visitors can enjoy on their trip to Vail. Campaign creative follows the progression of an action-packed day or a week well spent. Campaign imagery ranges from quiet mornings on Piney Lake, afternoons spent on the gondola or exploring in town, and evenings at some of the best bars and restaurants Vail has to offer. These snapshot moments, coupled with audience-specific “A Moment for…” taglines show a holistic view of a town that has something for everyone.