Vail Resorts: Epic Pass Buckslips

College students get the best deals. Like an Epic Local Pass for $499 (this was a few years ago, but, still, that’s unreal value). The challenge: how to pitch this pass to teens and twenty-somethings enamored with the idea of limitless options? Our solution: emphasize the freedom that these passes offer while using language and tropes that resonate with the demographic. Depending on my mood when I re-read these buckslips, they may feel a bit too Hot Dog…The Movie for my tastes. Overall, though, I’m happy with how they speak to the target audience.