Ritz-Carlton Residences, Vail

Challenge: create a positioning and 360 marketing campaign aimed at high net-worth families seeking the ultimate in mountain resort living.

Solution: Leverage the best lifestyle attributes of two legendary brands, Vail (America’s #1 ski resort) and The Ritz-Carlton Residences (the ultimate in full service luxury homeownership). Create a tagline that humanizes the offering and highlights the service component: “We’ll be waiting for you.”
The print campaign features the headline “Home, home on the range” and boldly portrays the combination of Ritz-Carlton’s luxurious services and lifestyle amenities against the dramatic scenery of Vail’s Rocky Mountain location.
The website and oversize brochure romanced the lifestyle created by the combination of “Rocky Mountain Luxury – World Class Service”.

The collateral and the online experience showcase the impressive architecture, layouts and amenities of The Residences.
The two direct mail campaigns featured the turnkey luxury lifestyle component. The first mailing led off with “for your consideration” on the envelope and continued with a personal letter and a 12-page photo album. The second mailing featured an invitation to experience a luxury residence that is designed to “exceed your every expectation every day” and featured a fold out “day in the life” diary with journal entries.

The Outcome: A very enthusiastic response from the broker community on both print materials and the online presentation, great response from the direct mail. The residences, which just started construction, are over 70% sold.