CHALLENGE: Ours: To keep the client from putting the account up for review. The client's: Operating four major ski resorts in Colorado, Vail Resorts needs to hire LOTS of people, in a relatively short amount of time, to fill a variety of positions (most of them seasonal) at each of their resorts.
SOLUTION: We incorporated some of the visual excitement that was successfully used in our Ralston Resorts creative for the past two years. Toning down the "hard-core" adrenaline message from that creative, we turned up the "fun" aspect and really emphasized the single most compelling reason to work at Vail Resorts: you work here, you ski free. The copy spells out just how much world-class skiing employees are privy to, along with some other great benefits.
OUTCOME: Vail Resorts was HAPPY. JWT SC keeps the account, no contest. We're currently making tweaks for the final product.
