A Cross Platform Marketing Campaign forThe Vail Mountain Collection

Presented by Entercom Communications | July 2007

Confidentiality Notice

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Objective

To actively drive participation, attendance and awareness of the Vail Mountain Collection by tapping into the emotional connections of the experience and the exceptional offerings of the mountains.

Target Customer

• The Fun Seekers / The Family Focused – A25-54, female skew– The experience makes the day. it’s just about being on the mountain; they like to glide, take

their time, enjoy the view and be social. They test their skills, but only if they’re having fun. They love to ski with family and with others.

• The Powder Performers – A25-54– It’s all about the powder. Knee-high is good, but deeper is better. They focus on form, seek

variety and try the skilled runs. It’s about being in the snow.

• The Explorers – A18-34– They’re looking for fresh terrain and a place to leave their mark. They look for the trees, rocks,

powder and seek out vast terrain where they might not see anyone until they reach the lift.

• The Adrenaline Junkies – A18-34, male skew– The test of limits. If they’re not falling, they’re not trying. They are aggressive skiers

and riders and looking for the best place to show off and prove whatthey can do. They’re in the air always.

Platform Overview

• Skier Stories• Peak Sound Experience• Peak Video Experience• Alternative Ski & Board School• Bootleg Music & Mountain Podcasts• Turn Key Promotions• Public Service Announcements

Skier Stories

Real skiers and boarders talk about their mountain experiences. On-air, skiers tell their tales of being on the slopes at the Vail Mountain Collection. Stories could include: feeling in the zone in the middle of a great run, getting an uplifting feeling and that natural high, the sights, sounds and thoughts that go through their heads and the great feeling after a full day and kicking back apres ski.

Short and long form vignettes and audio snippets capture the action, adventure, and culture of skiing and riding. Promoted on air and archived on line.

Peak Sound Experience

• Sounds promoted on air, as intro to stories and branding reminders

• Custom content, audio mnemonics, ring tone for purchase or online play

• Tonemaker DJ application is customized and skinned

• Average user spends 30+ minutes mixing and interacting

The sounds of the mountain experience become audio branding for Vail Mountain Collective: crisp snow, swoosh of powder, shoosh of clothing, wheels of lift tower, squeeky boots, grilling burgers, yells from the lift, hitting bumps, ‘yeehaw!’ . . .

Peak Video Experience

• Content recorded by listeners on the mountain (on video camera or cell-phone camera) and submitted to video blog

• Vail featured in video pre-roll and display ads; select listener-submitted content converted into video ads

• Promoted on air and on line with display ads and emails

Custom video content from TVail plus skiing and riding videocasts embedded and promoted on Entercom websites

Alternative Ski & Board School

• Focus on fun, humor and peak experience that is unique to Vail mountains

• Customized to Vail’s current events and target demographics on each station

• Branded content remains available all season; recorded audio and video archived on our websites

Tips and techniques presented on-air and on the mountain that teach our DJs, listeners and select alternative bands simple skills and how to have fun on the mountains. Recorded in audio, video and promoted in snippets

Bootleg Music Series& Peak Podcast Experience

• Bootleg Music SeriesAudio and video of live

performances and behind-the-scenes action captured by our listeners

• Bootleg RadioA custom streaming music

channel featuring bootlegged audio, unsigned bands and custom content

• Peak Podcast ExperienceDownloadable audio of the

Bootleg Music Series and Bootleg Radio plus special Vail content: music mixes for each slope, insider information, or mountain tips recorded by instructors

Turn-Key Promotions

Snow Is Here Promotes the first big snow. Vail takes over Entercom websites and is featured on-air

Winter White Sale Entercom websites feature embedded reservation systems; select packages promoted on air as exclusive to listeners for a limited time

Digital Platforms and Time Sensitive Messaging Powered By On Air

12/15/07

12/19/07

Public Service Announcements

• Vail’s environmental initiatives on the slopes and off the mountain are featured:

– Wind Energy and Reducing the Carbon Footprint

– Organic Food Service and the Role of Resorts

– Respect for Rocky Mountain wildlife

– Preserving The Aspens

• Hour long Sunday programs with tune in promotions running throughout the week

SeattleSeattle

PortlandPortland

SacramentoSacramento

WichitaWichita

Kansas CityKansas City

IndianapolisIndianapolis

BostonBoston

MilwaukeeMilwaukee

San FranciscoSan Francisco

AustinAustin

MadisonMadison

ProvidenceProvidenceBuffaloBuffalo

RochesterRochester

DenverDenver

GainesvilleGainesville

Entercom Peak ExperienceRecommended Network