Vail Resorts markets airpot with Web site
Vail, CO Colorado
Who they talked to: Chris Anderson with the airport and Gabe Shalley with Vail Resorts.
What they talked about: Vail Resorts used a new Web site and slogan to market the Eagle County Airport this winter because of a 2008 study.
The county commissioners asked Anderson and Shalley to talk about information and ideas they got from a 2008 airport marketing study during a Monday work session.
The site is FlyVail.com and the slogan is “less of this, more of this.” In advertisements that showed up in airports and magazines this winter, a picture of a car is above the words “less of this” and a graphic of a skier is above “more of this.”
One of the controversial suggestions from the study was to change the name of the Eagle County Airport. The commissioners decided to keep the name the same.
“We knew all along we had several mechanisms for marketing the airport,” Anderson said. “It just seemed to make sense to all come together, we wanted to make sure we were on the same page as far as what the airport identity was.”
Shalley runs the airline marketing program for Vail Resorts. The company has separate, much larger, programs in place to market its ski mountains, Shalley said.
“I’m hoping you’ll agree that what we got is of great value, we want to stick with the campaign,” said Shalley.
What’s next? Vail Resorts used the marketing slogan this ski season, was happy with the results and plans to use it again next ski season, Shalley said.
The alert system has a database that tracks physical addresses and can send messages within a defined area.