Long known as Colorado’s go-to family ski resort, Keystone realized that they were so focussed on families that they were ignoring their growing target of kidults. So we helped them redefine their purpose and positioning to appeal to both target audiences and their employees could easily get behind.
We hit the slopes to see what everyone from guests to hotel concierges had to say. What we found was that Keystone is a playground where kids of all ages discover the magic of playing in the mountains, and where grownups discover that deep down, they're still kids too. To bring the new positioning to life, we branded it The Mountain of Youth and created a campaign that made sure everyone who visited the resort knew exactly how to let their inner kid out to play.
To get Keystone's over 5,000 seasonal employees in on the fun, we created support tools that empowered the staff to "Play it Forward!" to help guests and each other have as much fun as humanly possible everywhere on the mountain.
How'd it all play out?
Keystone Resort’s marketing out performed every resort in the Vail Resorts family (all 19 of 'em)
Forbes Magazine, U.S.A. Today, onthesnow.com, and zrankings.com all ranked Keystone as the #1 Family Ski Resort in the U.S.
And Ski Magazine honored Keystone as the #1 Family Ski Resort in their Best of the West picks.
