Vail is an iconic winter destination that few thought of the other three seasons of the year. Cactus needed to develop a summer/shoulder-season brand that elevated Vail, and helped the town find its voice. We zeroed in on the ideal guest profile - high net-worth individuals - who are most likely to stay longer, and to spend more. We reached them with a campaign that taps into Vail’s unique aesthetic, and our target’s desire for a luxurious, dream-like escape.