Every spring, Colorado's favorite winter destination magically transforms into a spectacular summer resort. Vail’s fresh air, rugged beauty, and charming pedestrian village await visitors. Discover a quaint mountain town where outdoor activities abound and the cultural arts flourish. This ideal Rocky Mountain headquarters is located in the center of Colorado, less than a two-hour drive from Denver.
The Vail Local Marketing District hired Peeples Ink PR to distribute the summer message for Vail, a well-known winter destination, in 1990. PI continues to invent creative and effective ways to distribute the idea of visiting Vail in the summertime.
To target drive-market visitors to visit Vail in the summertime, Peeples Ink planned and implemented a guerilla media relations tour in a Winnebago. PI outfitted the RV with a Vail branded sign, bikes, kayaks, and other outdoor equipment and conducted one-on-one media appointments in three unexplored markets along Colorado's Front Range. The tour was capped off with a Boulder and Denver media party, accelerating the Vail Summer message.
Blending several of Vail's key summer messages into one compelling press trip was the goal of the 2007 Shrine Mountain Media Trip. PI planned and implemented the trip which included one night with dinner and spa treatments in one of Vail’s quintessential hotels and a second night in a rustic cabin in the mountains surrounding Vail. Five luxury travel and culinary journalists were treated to a wildflower hike, helped prepare their organic gourmet meal in a rustic kitchen with one of Vail’s top chefs, spent the night in a cozy alpine cabin and then mountain-biked down Vail pass in the morning. The trip received rave reviews from its attendees and resulted in several stories that highlighted Vail as everything from a luxury spa and culinary destination to an outdoor enthusiast's perfect playground.