Best Travel Online Campaign

Starting in the fall, Vail wanted to drive awareness and sales of lodging and ticket packages for the 2015-2016 ski and snowboard season to both local audiences and global audiences. Vail and Faction wanted to take a historically time intensive process of updating online creative banners that need to be changed based on price, weather, date and season, and provide the ability to update and version multiple ad units. This was accomplished by partnering with third-party platform Flashtalking. One of the largest barriers was selecting dynamic creative templates that could be utilized across seven resorts participating in the program to gain cost and time efficiencies. For the Dynamic Creative campaign, Faction created dynamic based creative for the following resorts: Vail, Breckenridge, Beaver Creek, Keystone, Heavenly, Northstar and Park City/Canyons. Within each resort there was local targeting to attract consumers that may have interest in purchasing a lift ticket to one of the designated resorts for a package including lodging. Additionally, Vail Resorts targeted destination purchases, these are residents in the U.S. they would consider skiing or mountain lodging as a vacation. Demographics are essentially anyone who skis, travels or looking for a unique vacation.

Contributors:

Developer :	Alexander Dreith
Program Manager :	Anne Liebman
Designer :	Daniel Alfonzo
Account Director :	Jim Sampson
Developer :	Luke Smith
Copywriter :	Natalia Klishina
Senior Designer :	Thomas Hutton

FACTION

Location: United States