Board: Vail Local Marketing District Advisory Council.
Topic: Summer marketing campaign.
What they talked about: After working with branding and marketing company Goodness to come up with new concepts for summer advertising, the marketing district advisory council, which is responsible for making recommendations to the town council for summer and shoulder season marketing programs, wanted to change the font and color of its summer ads.
Goodness came up with some new ads, website design and more based around the Vail motto of “Like Nothing on Earth.” You may have seen the billboard with the latest campaign along Interstate 70 in Denver ... or not.
Advisory council members said that the font and coloring of the new advertisements were too hard to read. The billboard was illegible, and the website seemed too busy and difficult to read with the new design, they said. The words did not jump out, and the colors did not reproduce well in publications and print ads, some members said.
The group commended Goodness for their work, but for the winter site and ads, Vail Mountain will be using its traditional fonts for winter, which features a bold, simple type face, said Davy Ratchford, Vail Mountain director of marketing.
“They did what we asked them to do, frankly, and some elements worked really well, but we won’t be using that type font in the winter,” he said.
What’s next: While there was no official vote, the advisory council will request that some changes be made to the Vail summer website.
“We really tried, and I think we have to cut our losses at a certain point and stop trying to make (this particular font and color) work,” said Kelli McDonald, Vail’s economic development manager.
Assistant Managing Editor Melanie Wong can be reached at 970-748-2927 and at firstname.lastname@example.org. Follow her on twitter @mwongvail.