Role

Copywriter

Expertise

Copywriting

SEO Optimized Content

Content Creative Direction

Website

Epic Pass Website

Scaling the Summit: Copywriting for Vail Resorts & The Epic Pass

The Mission

How do you define the voice of 37+ world-class mountain destinations while driving a unified brand strategy? As a lead copywriter for Vail Resorts, I was responsible for sharpening the Epic Pass's identity and crafting the narrative for the most iconic peaks in the United States.

PPC & Performance Marketing

I engineered high-conversion PPC campaigns designed to capture both the early-season dreamer and the last-minute traveler. By syncing SEO-rich keywords with persuasive, action-oriented copy, I helped fuel consistent growth in season pass sales and lodging bookings across the entire U.S. portfolio.

TV & Broadcast Commercials

Scripting for the screen is about capturing the "mountain soul" in seconds. I wrote scripts for national TV spots and digital video ads that moved seamlessly from the adrenaline of a morning run to the luxury of an afternoon in the village—ensuring the Vail Resorts lifestyle felt both aspirational and within reach.

Social Media Strategy & Engagement

In the travel industry, social media is the digital front door. I directed creative content across the Vail Resorts ecosystem, building high-engagement campaigns for Instagram, Facebook, and X, from real-time powder alerts to high-level brand storytelling, ensuring our social presence was as immersive as the resorts themselves.

Website Ecosystem & Digital Strategy

I overhauled the digital messaging for the Epic Pass and individual resort sites (including Vail, Breckenridge, Park City, and more). My focus remained on:

  • SEO Dominance: Securing top-tier rankings for premier ski and snowboard destinations.
  • Conversion-Centric UX: Streamlining the journey from landing page to pass purchase.
  • Refined Brand Voice: Creating a "Premium-Global-Local" tone that resonated with the specific culture of every mountain.

Resort Portfolio Included

Colorado: Vail, Beaver Creek, Breckenridge, Keystone, Crested Butte.

Utah: Park City.

California/Nevada: Heavenly, Northstar, Kirkwood.

The East: Stowe, Okemo, Mount Snow, and more.

The Results

By merging creative vision with performance-based data, my work established a dominant brand voice that kept Vail Resorts at the peak of the luxury travel market. From 15-second broadcast spots to deep-funnel email sequences, every word was written to inspire the next great mountain adventure.

  CHEVRON
CAIRLYNN BAY WHISKeY