Behind the names: Vail Resort’s latest content foray is dead simple and really smart.
Gregg Blanchard /
Every trail has a name. And every name has a story. Yet it amazes me how rarely these stories are told.
It’s not that your trails need their own $250,000 video series to describe why each received the title their did (though that idea with a smaller budget does get the wheels turning), but unlocking these tales certainly has legs.
Which, in a very simple format, Vail Resorts has started to do behind the hashtag, yes, you’re guessed it, #EpicNames :)
It remains one of the most iconic runs at Vail. #EpicNames pic.twitter.com/oXskoXfzuh
— Snow.com (@snowdotcom) September 14, 2016
Each post relies on a simple, repeated format to not just be easy to consume, but easy to identify when glancing through a crowded feed.
- Black and white photo.
- Name + one-paragraph story.
- Bottom-right logo.
- Brand-colored overlay on the trail’s location on the map.
Here are a few more.
Get the rest of the story and learn about more #EpicNames, here: https://t.co/4cccv5SsYY pic.twitter.com/teUGJFFME8
— Snow.com (@snowdotcom) September 21, 2016
Well, that’s one way to get a run named after you! #EpicNames pic.twitter.com/7sLGCDNRAf
— Snow.com (@snowdotcom) August 31, 2016
Learn more about the stories behind the #EpicNames of @KeystoneMtn: https://t.co/4cccv5ARAo pic.twitter.com/WXlWPlzW94
— Snow.com (@snowdotcom) June 20, 2016
What #EpicNames “peak” your interest? @VailMtn pic.twitter.com/G6nmEXIiyA
— Snow.com (@snowdotcom) May 23, 2016
If you look carefully, you can still make out burnt stumps poking out of the snow. #EpicNames @BreckenridgeMtn pic.twitter.com/F1WGGiC2bd
— Snow.com (@snowdotcom) June 6, 2016
Today, skiers opt for two planks of wood, but the principle is the same. #EpicNames @KeystoneMtn pic.twitter.com/jP231JdTlf
— Snow.com (@snowdotcom) May 30, 2016
I really like this.
Simple stories combined with consistent branding into easy-to-product content makes a great addition to any content feed. And, being evergreen, they can reuse these tidbits of content over and over and over.
Nice work, Vail Resorts.