BROOMFIELD — Vail Resorts was awarded Best Overall Use of Social Media by an Attraction in the 2014 Travel + Leisure Social Media in Travel and Tourism (SMITTY) Awards. The award recognizes the company’s Epic Race to Ski the World and the engagement that the program drove across several of Vail Resorts’ social media channels.
Each year, the Travel + Leisure SMITTY awards recognize companies in the travel and tourism industry that use social media in the best and most innovative ways. A jury of digital insiders and travel professionals reviewed hundreds of submissions and named winners and runners-up in 30 categories.
“The SMITTY is an amazing recognition of a truly epic competition,” said Vail Resorts’ vice president of corporate communications, Kelly Ladyga. “One of the best things to come out of the Epic Race is the amazing passion and dedication of the over 200 skiers and riders who participated, the fun they all had and the camaraderie that developed among the group, and the highly entertaining and inspiring content they all shared through social media.”
FOUR COUNTRIES, 26 MOUNTAINS
The Epic Race was created to highlight the benefits of Vail Resorts’ Epic Pass, primarily the ability to ski or ride 26 mountains in four countries across the world. The first 10 participants to complete the season-long competition would win the industry’s ultimate prize — an Epic Pass for life. Racers logged over 4,300 visits to Epic Pass resorts, uploading nearly 13,000 photos and videos to the official site, as well as through their own social media channels.