skip to main content

Content Marketing (All)
Behind the names: Vail Resort’s latest content foray is dead simple and really smart.

divider image for this post

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 :)

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.

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.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.

Get the weekly digest.

New stories, ideas, and jobs delivered to your inbox every Friday morning.