GoPro Inc. and Vail Resorts have renewed a three-year partnership that establishes GoPro as the official camera of Vail Resorts. The deal includes the integration of the GoPro brand and product in retail stores, marketing collateral, promotional materials, sponsorships, camera demos and on-site event activations as well as on Vail Resorts’ social marketing platforms.
The collaboration between the two premier brands also encourages adventure seekers and travelers to capture their mountain experience with a GoPro to share with their friends, family and social networks. Each season, resort guests and outdoor enthusiasts around the world will see jaw-dropping GoPro footage of the diverse terrain, epic skiing and snowboarding conditions, memorable mountain backdrops and legendary summertime activities available across the Vail Resorts’ footprint, inspiring them to capture GoPro content of their own.
“Vail Resorts and GoPro are two world-class brands coming together to form a valuable partnership consistent with our mission to create an experience of a lifetime for our guests,” said Kirsten Lynch, chief marketing officer of Vail Resorts. “GoPro shares Vail Resorts’ culture of innovation and progression, and I’m excited to see this partnership come to life through social media, on-snow activations, marketing and consumer-driven synergies.”
The all-seasons partnership will augment the guest experience at all Vail Resorts properties, including Vail Mountain, Beaver Creek, Breckenridge and Keystone in Colorado, Park City in Utah, Heavenly, Northstar, Kirkwood at Lake Tahoe, Afton Alps in Minnesota, and Mt Brighton in Michigan premier mountain locations that speak to the core and heritage of the GoPro brand. Additionally, Vail Resorts’ investment to connect Canyons and Park City to create the largest ski resort in the US provides an incredible opportunity to capture amazing Utah mountain content.
“Vail Resorts are the perfect year-round backdrop for GoPro videos and photos, whether you’re enjoying hiking and biking in the summertime or a powder day on the slopes in the winter,” said GoPro Senior Vice President of Marketing, Paul Crandell. “This collaboration will make GoPro cameras available on some of the best mountains in the country and we are excited to see our relationship with Vail Resorts grow even stronger in the next three years.”
Vail Resorts and GoPro also share a number of sponsored athletes, including some of the best skiers, snowboarders and GoPro content producers in the world. Lindsey Vonn, Sage Kotsenburg, Bobby Brown and Eric Willett each claim a Vail Resorts mountain resort as their home mountain and GoPro as their go-to capture device for immersive video and photo. This shared athlete base augments the partnership between the brands and creates opportunities for unique activations that bring resort guests closer to these legendary athletes.
