Vail doesn’t look like any other mountain town in North America. It didn’t originate as a mining camp, railroad stop, or cowboy hideout. Instead, it was purpose-built as a stylish, romantic, adventurous, high-end, Bavarian-inspired ski town. The second year of our campaign continues to unapologetically lean into this heritage with new posters, print and social videos built from our still image assets that position Vail as a singular destination that provides a uniquely dream-like atmosphere for romantic escapism. When you’re here, the burdens of life don’t feel so heavy in this mountain air. You feel lighter, it’s easier to relax, get carried away and enjoy life for all it’s worth.