How we did it.

VRGE Revelstoke

Small Business

Advertising

VRGE is a Nordic-inspired boutique adventure hotel in Revelstoke, British Columbia, built for the kind of traveller who measures a good trip by vertical feet skied, trails ridden, and rivers rafted rather than thread count and pillow menus. With 63 rooms, a Berlin underground-inspired cafe and bar called Luft, gear storage, an outdoor hot tub, and access to Revelstoke Mountain Resort and a full roster of guided outdoor adventures, VRGE needed print advertising that could stop an adventure-minded reader and turn a page-flip into a booking. Blair and Co. developed the Stay and Play campaign creative that did exactly that.

Revelstoke is one of the most compelling adventure travel destinations in Western Canada, with the deepest powder in North America at Revelstoke Mountain Resort, world-class heli-skiing, river rafting, golf, and off-road experiences all within reach of a single basecamp. VRGE was built to be that basecamp, combining the gear-friendly practicality of a hotel designed around outdoor pursuits with the social energy of Luft Cafe and Bar and a curated roster of adventures available to book directly through the property. The advertising needed to communicate that combination: the hotel as the starting point for a trip that is genuinely hard to replicate anywhere else, not just a place to sleep between activities. The Stay and Play offer, 50 percent off the stay and 25 percent off the adventure, gave the campaign a specific and compelling call to action that rewarded readers who booked directly through the See Revelstoke platform. The target audience was active, social, and aspirational, the kind of person whose social feed is full of outdoor adventure content and who responds to a group of friends having an obviously excellent time more than they respond to a room shot and a rate.

Methodology

Blair and Co. developed the VRGE Stay and Play ad around the Work Hard Play Harder positioning, which captured the VRGE guest profile precisely. These are people with careers and responsibilities who take their adventure travel seriously and want a hotel that takes it just as seriously. The creative led with a high-energy group lifestyle shot that put the social experience of a VRGE trip front and centre, communicating the vibe of the property before the offer was read. The bold, high-contrast typographic treatment in navy and red on a dark background gave the ad the visual energy appropriate for an adventure brand while maintaining the print legibility required for a magazine placement. The Stay and Play offer was structured clearly with the percentage discounts, the minimum stay requirement, and the booking URL, giving a motivated reader everything they needed to act without leaving the page. The activity menu at the base of the ad, spanning fishing, flight tours, golf, heli-hiking, off-road tours, and rafting, communicated the breadth of what a VRGE trip could include and reinforced the sense that booking a stay opened a door to a full programme of experiences rather than a generic hotel night in a mountain town.

Process

Blair and Co. developed the ad creative from the Stay and Play campaign brief, establishing the headline, offer structure, layout hierarchy, and visual direction before production began. The Work Hard Play Harder headline was developed to speak directly to the VRGE guest’s self-image, positioning the stay as an earned reward rather than a generic holiday. The layout was built to carry multiple layers of information, the brand, the headline, the specific offer, the terms, the URL, and the activity menu, without becoming cluttered or losing visual energy. The ad was prepared to full-page magazine print specifications and delivered press-ready for placement in adventure and lifestyle publications reaching the Western Canadian and BC travel market.

Outcome

The VRGE Stay and Play campaign gave the hotel a high-impact print presence in the adventure travel market, communicating the property’s positioning and the specific booking incentive in a format designed to generate direct response. The Work Hard Play Harder positioning and the group lifestyle creative gave VRGE a distinct and memorable voice in a competitive Revelstoke accommodation market, where most hotel advertising defaults to room photography and amenity lists. The activity menu at the base of the ad reinforced VRGE’s role as a full trip platform rather than a standalone accommodation, supporting the upsell of guided experiences at the time of booking.

Skills Used

Magazine Print Advertising
Campaign Strategy
Creative Direction
Copywriting
Art Direction
Offer Structure and Promotional Creative
Typography, Lifestyle Photography Direction
Adventure Tourism Marketing
Print Production
Full-Page Magazine Specification
Direct Response Creative

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