It's [the brand] more about trying to communicate an experience to people than it is about trying to sell them something. People don't want to be sold stuff anymore; they have enough stuff. |
It's the first time we could be a competitive force in the marketplace. |
We have a gift that no one else has. That gift is the majestic scenery and the diversity and the beauty of our state that allows people to come here and have a new experience at every turn. |