RockResorts {Be} print campaign

RockResorts is a collection of twelve boutique luxury hotels in Colorado, New Mexico, Wyoming, Florida and the Caribbean. Each property is small in scale, environmentally sensitive and unique in location, style and character. In its first-ever brand experience advertising, and its first new campaign in the last five years, Cultivator Advertising & Design (Denver, Colorado) conveyed the intimate connection that guests come to feel with each resort’s extraordinary natural surroundings. With photography that breaks from previous RockResorts advertising (that featured buildings and interiors) and headlines that suggest an inner sense of “being there,” the snowy Rocky Mountain and Caribbean beach scenes show the people small and the outdoors great and large. Three headlines, {Be}Longing, {Be}Hold and {Be}Come and 38 scenes (20 Rocky Mountain and 18 Caribbean) will eventually be composed into approximately 100 unique ads slated to run into 2012.

{BE}LONGING
To be one with your environment. To celebrate spirit and place. To know that longing to be here is the first step to belonging here. RockResorts, where true luxury is understanding what makes a destination special unto itself.

{BE}HOLD
Embrace the true spirit of a destination, and it will reveal its secrets to you. RockResorts, where true luxury is understanding what makes a destination special unto itself.

{BE}COME
Celebrate the true spirit of a destination, and you become one with it. RockResorts, where true luxury is understanding what makes a destination special unto itself.

Eric Erickson, art director; Sarah Sibley, writer; Tim Abare/Chris Beatty, creative directors; Allen Kennedy, photographer; RockResorts, Vail Resorts Inc., client.

www.rockresorts.com

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