Common Threads
This project is a great example of my collaboration with a video editor to create a long-form and short-form video. I wrote the video script, campaign messaging, and created the concept for the campaign's creative. We placed social ads, video, stream, and live TV, and used email marketing for this campaign.
Eagle River Whisky
This is a client that I helped start their marketing; They had a small budget, so we focused largely on organic marketing and earned media. I advised them to contact the Vail Daily for an article about their business opening. We started organic social media and heavily invested time into their Google My Business page. We ran promoted search ads for “Things to do Vail,” “Whiskey Tastings Vail,” etc. I also advised them to collaborate on events with other Minturn Businesses. We created a fly tying and whisky night concept, where they invited a guide from Minturn Anglers to show patrons about fly tying at the tasting room while sipping on whisky.
Scottish Inspired. Mountain Made.
Brand Copy
At Eagle River Whisky, we are devoted to bringing the quality and pace of the past to the present. Our distillery is nestled on the banks of the Eagle River, a freestone river formed from the snowmelt of the Rocky Mountains. Steeped in tradition, distilled in the Scottish style with our pristine mountain water and 100% malted barley, this small batch whisky has been handcrafted for exceptional taste.
Here, we celebrate all things slow. We celebrate the journey, as it both sweetens and complicates the destination. The artful turn through powder, a trout gently slipping from the surface of the river, the slow change of the seasons as they move from frost to midsummer to ice again. When we slow down to pay attention, the beauty of everyday life becomes impossible to miss.
So let’s share a dram, and toast to the humbling beauty all around us. Let us be transported to the absolute present. Where time with family, friends, and beautiful surroundings slow to an enjoyable crawl. Time-honored traditions connect us to the past, the present, and the ever elusive journey.
Highline by DoubleTree
The DoubleTree in Vail renovated its space to become a beautiful, mountain-modern hotel complete with on-site restaurants and a large backyard for events and relaxation for its guests. Even with a well-known name, the Hotel saw lower-than-desired reservation numbers. The DoubleTree team enlisted our help to develop a soft brand for the hotel that would message a boutique-style experience that is quieter and more intimate than the crowds of Vail Proper Hotels. My role on this project was the Creative Director, I worked with a Graphic Designer to craft the visuals and strategy for this brand.
Awareness Campaign
I am currently launching an awareness campaign during the GoPro Mountain Games. The goal of this campaign is to increase the publics awareness that the Vail Valley Foundation is the nonprofit that produces the GoPro Mountain Games. Our secondary goal is to gather donations.
This campaign is going to be multi-channel, touchpoint marketing campaign. Primary KPI’s will be views and impressions. The Mountain Games typically host ~90K people over the course of the weekend. Our goal is 45k impressions over all the channels, we will consider this campaign a success.
Secondary KPIs will be unique impressions and clicks. Given the large number of people we are targeting, we feel that if we can get a 1.5% click/donation rate, this campaign will be a success. These KPIs will indicate our ROI for the spend we have budgeted for this effort.
Channels
GOOGLE GEOFENCING | YOUTUBE | META GEOFENCING | IN-EVENT SIGNAGE | IN-PERSON & EXPERIENTIAL | PRINT ADS
After the campaign is over we will assess our data to determine the success and we plan to retarget anyone who donated or clicked to learn more about our organization.
Other Fun Projects
Here are a few other projects I loved working on.
Tailwaters
Branding / Brand Strategy
The Miller
Branding / Brand Strategy / Social media & Digital Advertising / Illustration